Pop-Up Events Driven by Celebrity Marketing Create Unique Brand Experiences

samsung-9to5google-jayz-kanye-west

The fear of missing out in today’s social media age is greater than ever, and companies are capitalizing on this trend by using short-lived events.

Pop-up events are short-lived experiences that connect people together, and a celebrity can help take it to the next level.

The goal of a pop-up event is to create an experience that is unique and exclusive. This creates urgency for the audience, encouraging them to take part because if they miss it, it will be gone forever.

Hosting a pop-up event builds excitement and urgency around your brand in three important ways. Incorporating a celebrity helps increase interest and audience reach, creating a more unique and memorable experience.

1. Increase audience reach

Most pop-up shops or events gain momentum from social media, and celebrities’ big and loyal followings can help promote the event, garner social interactions and ultimately bring more awareness to the experience.

Celebrities bring their followers to everything they do, which brings the potential for your brand’s social following and interactions to increase as well. A good execution of a brand boosting their awareness and reach is when Adidas got Pharrell to live stream the launch event of his own Adidas Originals line to the brand’s Snapchat channel.

Adidas gave fans an inside look at the event through Pharrell’s perspective, along with showing off the new Adidas products. The brand’s Snapchat following boomed, and in 24 hours the story garnered 3.4 million views and 4,000 screenshots that people later went and shared on their social accounts.

2. Boost brand image

Partnering with a celebrity for a pop-up event could also create interest and boost brand image. There might be people who aren’t familiar with your brand or products, but when the partnered celebrity brings their audience, the chance of their fans checking out the brand increases.

A great example is when Samsung partnered with Kanye West and Jay-Z for a secret show at South by Southwest. In order to get tickets to the show, fans had to own a Samsung Galaxy phone. Samsung’s traffic to their tent at the festival increased, as well as the buzz around the brand, all because people were excited about the concert with Kanye and Jay-Z.

3. Create a more unique experience

Including a celebrity at your brand’s pop-up event can also make the experience and atmosphere more memorable for the audience. People want to be a part of something special and unique that they can tell their friends about and post to their social feeds.

Events could include a meet-and-greet with the celebrity for a quick chat and photo session. Also, selling a unique product or giving away a memento at the event could further increase the urgency and experience.

Angry Birds and YouTube teamed up with YouTube star Rosanna Pansino for a pop-up bake shop in New York City. Rosanna created and gave away special Angry Birds-themed cupcakes as they introduced a new character, as well as decorating the bake shop with her style intertwined with Angry Birds and YouTube. She also greeted and took pictures with fans as they left the shop, creating a special memory for those who attended.

Brands are using pop-up events to grab attention, build awareness and create buzz more than ever before. Could a pop-up event be in your brand’s future?

Photo credit: Google

Incorporating Your Brand With Music Via Celebrity Marketing

Corona kenney chesney

3 ways to sponsor music events and artists for building brand awareness

Sponsoring music related events and artists shows your audience that you care about the art of music, and it offers the opportunity to create new and engaging ways to reach your consumer, and the opportunity for massive exposure.

According to IEG LLC, North American based companies spent close to 1.34 billion on music venues, festivals, and tours in 2014. The most active sponsors of music related events are The Coca-Cola Co., Anheuser-Busch and PepsiCo, Inc.

Sponsored music festivals. With music festivals becoming more popular every year, brands have a huge opportunity to see and be seen. The Chicago music festival, Lollapalooza, dedicates its stage names to its sponsors, such as Bud Light, Samsung Galaxy and Palladia. Brands say the biggest advantage to sponsoring music festivals compared to sporting events is that people have a lot of downtime. Besides just beverage and food companies, festivals are now attracting fashion, beauty and technology companies as well, according to Elizabeth Holmes of The Wall Street Journal. Coachella, a weekend festival in Indio, California, had many fashion and beauty brand sponsors this year including H&M and Sephora. H&M had a 360-degree mirrored “selfie station” and Sephora had a makeup station with a vending machine that dispensed free products. Coachella is also a big draw for celebrities including Kate Bosworth, Katy Perry, Kendall Jenner, Paris Hilton and Rhianna.

Sponsored music videos: “Trackvertising”  is a new trend in music videos where brands and artists collaborate.  Music videos are a great way to incorporate your brand because people voluntarily watch and share them, and your brand is likely to be remembered. The most successful example of “trackvertising” is Activia and Shakira’s La La La (Brazil 2014). The music video was for World Food Programme, an organization that brings school food to children in impoverished countries. According to mark tech firm, Unruly, it is the most shared ad.  Another example is the collaboration with Fiat and Arianna for the video Sexy People (The Fiat Song) ft. Pitbull. The video predominantly shows a Fiat in almost every shot, but it is still as entertaining as any other music video and has been viewed millions of times.

Sponsored artist tours. Sponsoring artist tours can be a bigger commitment than the previous options but there are many advantages. It can be very beneficial because the typical demographic of the audience reached is known and consumers are having fun while exposed to your brand. One example is Corona Lite sponsoring Kenny Chesney’s “The Big Revival Tour”. Corona knew that it was a perfect tour to sponsor because their slogan is “Find Your Beach” and Chesney sings about drinking beer and beaches, so they were confident that they would reach their demographic.

photo credit: posted by Kenny Chesney on Monday, August 20, 2012