{"id":7240,"date":"2024-08-27T13:25:56","date_gmt":"2024-08-27T17:25:56","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/08\/27\/irl-in-the-age-of-ai-the-renaissance-of-real-experiences\/"},"modified":"2024-08-27T14:00:57","modified_gmt":"2024-08-27T18:00:57","slug":"irl-in-the-age-of-ai-the-renaissance-of-real-experiences","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/irl-in-the-age-of-ai-the-renaissance-of-real-experiences\/7240\/","title":{"rendered":"IRL in the Age of AI: The Renaissance of Real Experiences"},"content":{"rendered":"\n

By Amir Sahba, CEO of Thinkingbox\u00a0<\/em><\/p>\n\n\n\n\n\n

In a world where technology enables nearly everything, 2024 is turning out to be the year of paradoxes. On one hand, we\u2019re more connected than ever \u2014 devices in our pockets, virtual assistants on our wrists, and endless feeds of information keeping us perpetually engaged. On the other hand though, this has also been the year of the digital detox. Searches for \u201cdigital detox\u201d spiked earlier this year on Google, reaching an unprecedented high between 2019 and the present. People are deleting apps, taking tech vacations, and craving something we\u2019ve all been missing: genuine human connection.<\/p>\n\n\n\n\n\n\n\n

Consider the recently launched friend<\/a>, a wearable pendant that serves as an AI companion. The Her<\/em>-esque device serves as someone people can talk to, bond with, and lean on \u2014 essentially a digital friend in a physical form. While it might sound like the pinnacle of tech dependence, friend underscores a deep-seated \u2013 if stimulated, in this instance \u2013 human desire for companionship.<\/p>\n\n\n\n\n\n\n\n

Another example? The decline of dating apps. Publications like <\/a>The Cut <\/em><\/a>have rolled out a slew of horror stories<\/a>, leading people to question the value that these platforms offer. Per CBS<\/a>, \u201cpopular dating app downloads are down 16% since 2020,\u201d as smaller scale alternatives like We Met IRL<\/a> crop up in their place. For example, an LA comedy show called HUMAN ROMANCE<\/a> drew solid crowds by having three stand-up comedians assess and match singles based on “vibes” in real time, reflecting a move away from data-driven algorithms and toward human intuition.<\/p>\n\n\n\n\n\n\n\n

This desire for increased connection has supercharged mass events \u2013 from the Eras tour to last summer\u2019s Barbie premieres to, more recently, live shows that reflect the rise of pop stars like Chappell Roan and Sabrina Carpenter \u2013 that require no introduction.<\/p>\n\n\n\n\n\n\n\n

Brand marketers have a unique opportunity to tap into these in-person moments with efforts that go beyond pure sponsorship \u2013 if they keep a few things in mind.<\/p>\n\n\n\n\n

Bring Online IRL<\/strong><\/h2>\n

First, bridge the gap between online and IRL. People might be craving more in-person interaction, but that doesn\u2019t mean marketers should ignore their digital lives.<\/p>\n\n\n\n\n\n

Last month, Pinterest and Primal Kitchen considered this notion in launching Colorful Kitchen Pop-Up. The two-story space invited people to sample Primal Kitchen dips and sauces on tap, jump into a \u201cdip pit,\u201d explore the event design to experience the latest trends in kitchen d\u00e9cor, learn cooking hacks, and more, per <\/a>Event Marketer<\/em><\/a>.<\/p>\n\n\n\n\n\n\n\n

By creating an interactive space with multiple sensory touchpoints, Pinterest and Primal Kitchen turned online Pinterest trends into in-person experiences for fans across New York, Los Angeles, and Chicago.<\/p>\n\n\n\n\n

Supplement, Don’t Detract<\/strong><\/h2>\n

Second, create an experience that supplements what your audience already has planned.<\/p>\n\n\n\n\n\n

In June, on one of the hottest days of the summer, beauty brand Fresh launched its second annual La Vie en Rose Popup to celebrate its rose-scented line \u2013 and help New Yorkers cool off. People passing through the Meatpacking District had the opportunity to grab popsicles, as well as take home makeup bags with some of the best samples the brand has to offer.<\/p>\n\n\n\n\n\n\n\n

The realization of this idea made a sweltering day in the city a little cooler and brighter, while lending itself to social media engagement on platforms like TikTok<\/a> and Instagram.<\/p>\n\n\n\n\n

 <\/strong>Make Lasting Memories<\/strong><\/h2>\n

Finally, craft moments that attendees will recall fondly and share with others far beyond the timeframe of an event. Athleta exemplified this notion during the Olympics by creating experiences for fans in Paris and stateside.<\/p>\n\n\n\n\n\n

Beyond a campaign featuring Simone Biles and a presence at the games, the brand hosted workouts during the games periods across nine U.S. markets. Per <\/a>Marketing Brew<\/em><\/a>, it also launched \u201ca postcard initiative tied to the \u201cPower of She\u201d platform, where Athleta is making postcards available in its stores for shoppers to write notes about women they admire. For each postcard that\u2019s filled out, the company donates a dollar to its The Power of She Fund, which gives grants to women and girls in partnership with the Women\u2019s Sport Foundation.\u201d<\/p>\n\n\n\n\n\n\n\n

Athleta crafted a memorable, in-person experience designed to help people feel a part of the Olympics no matter their location, creating lasting memories. Much like Fresh, Athleta crafted initiative lent itself to social media engagement without that being its primary thrust.<\/p>\n\n\n\n\n

In Conclusion<\/strong><\/h2>\n

To succeed, today\u2019s brands must blend the best of both worlds, fostering in-person connection while considering the role our online lives play in that picture. The goal isn\u2019t to get noticed; it\u2019s to be remembered. And nothing is more memorable than a shared, real-world experience.<\/p>\n","protected":false},"excerpt":{"rendered":"

To succeed, today\u2019s brands must blend the best of both worlds, fostering in-person connection while considering the role our online lives play in that picture. The goal isn\u2019t to get noticed; it\u2019s to be remembered. And nothing is more memorable than a shared, real-world experience.<\/p>\n","protected":false},"author":7,"featured_media":7241,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-7240","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"\nIRL in the Age of AI: The Renaissance of Real Experiences | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/irl-in-the-age-of-ai-the-renaissance-of-real-experiences\/7240\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IRL in the Age of AI: The Renaissance of Real Experiences\" \/>\n<meta property=\"og:description\" content=\"To succeed, today\u2019s brands must blend the best of both worlds, fostering in-person connection while considering the role our online lives play in that picture. 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