By Amir Sahba, CEO of Thinkingbox
In a world where technology enables nearly everything, 2024 is turning out to be the year of paradoxes. On one hand, we’re more connected than ever — 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 “digital detox” 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’ve all been missing: genuine human connection.
Consider the recently launched friend, a wearable pendant that serves as an AI companion. The Her-esque device serves as someone people can talk to, bond with, and lean on — essentially a digital friend in a physical form. While it might sound like the pinnacle of tech dependence, friend underscores a deep-seated – if stimulated, in this instance – human desire for companionship.
Another example? The decline of dating apps. Publications like The Cut have rolled out a slew of horror stories, leading people to question the value that these platforms offer. Per CBS, “popular dating app downloads are down 16% since 2020,” as smaller scale alternatives like We Met IRL crop up in their place. For example, an LA comedy show called HUMAN ROMANCE 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.
This desire for increased connection has supercharged mass events – from the Eras tour to last summer’s Barbie premieres to, more recently, live shows that reflect the rise of pop stars like Chappell Roan and Sabrina Carpenter – that require no introduction.
Brand marketers have a unique opportunity to tap into these in-person moments with efforts that go beyond pure sponsorship – if they keep a few things in mind.
Bring Online IRL
First, bridge the gap between online and IRL. People might be craving more in-person interaction, but that doesn’t mean marketers should ignore their digital lives.
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 “dip pit,” explore the event design to experience the latest trends in kitchen décor, learn cooking hacks, and more, per Event Marketer.
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.
Supplement, Don’t Detract
Second, create an experience that supplements what your audience already has planned.
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 – 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.
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 and Instagram.
Make Lasting Memories
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.
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 Marketing Brew, it also launched “a postcard initiative tied to the “Power of She” platform, where Athleta is making postcards available in its stores for shoppers to write notes about women they admire. For each postcard that’s 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’s Sport Foundation.”
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.
In Conclusion
To succeed, today’s 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’t to get noticed; it’s to be remembered. And nothing is more memorable than a shared, real-world experience.
