Why Brand Activations are All The Rage

Let’s be honest.

We’re all just a little sick of our phones.

Sick of the flashing lights, the scrolling, the social media - looking up to see that an hour went by without even realizing it.

For a lot of us, we’re gaining some clarity around the effects of social media use, and becoming aware of that trademark “blegh” feeling it can give you after a while…

All of which to say is that is exactly why brand activations are becoming all the rage.

Why?

Think of it like this:

We’re living in a “post-post-modernist” era - where some of us are now growing nostalgic for the feeling of actually walking into a store instead of just online shopping from the couch.

People are craving real life experiences now more than ever. They want to go places. They want to do things.

Along with this - as Instagram, Facebook, and TikTok have evolved, it’s becoming increasingly hard to come across the photos of your co-worker’s bachelorette weekend on your feed because they’re being drowned out by targeted ads and algorithmically-generated sponsored social posts by influencers and celebrities - we all scroll past those, right?

It’s become the perfect storm for something real. Something tangible. Something you can attend by choice.

Brand activations are an opportunity for a consumer to immerse themselves into the brand or product. They’re able to test it, try it out, hold it, feel it - in which science shows will create a deeper emotional reaction from the consumer.

The memory they will create using your product will be far more strong than just scrolling past it while laying on the couch.

On top of this - for the brand, an activation is huge for exposure.

Just having a temporary storefront in the city allows you to grab a passerby’s attention. Foot traffic will see it, recognize it, and may engage.

Also, although people may be growing a little sick of the socials - doesn’t mean they won’t post their whereabouts.

A proper participatory setup will typically engage a guest and give them either physical or digital media that they’ll be sure to share online - we’ve all seen that on our feeds!

Pop-ups, product launches, festival sponsorships - there are all incredible resources for brand exposure in a physical setting.

Expect the brand activation trend to continue in the coming years. They’re as real as it gets.