Why are brands increasingly using entertainment in OOH marketing?
For as long as we can remember brands have been using forms of entertainment in their marketing campaigns. Why? Because people enjoy entertainment.
From the days of black and white telly’s where brands used music to advertise a product to now in the 21st century where they are using OOH experiences to advertise a product. Entertainment has always played a part in creating a brands identity.
Experiential Marketing, as its also known, is a great tool to get into the consumers face and educate them on a brand message or new product. There are hundreds of great campaigns each year that do exactly this, from the simplicity of leafleting in the street to bespoke demonstration stands in shopping centres, everywhere you look you can be sure to find a form of Experiential campaign.
So what’s new?
Consumers are getting harder to impress; OOH experiences have become the industry standard, a benchmark as such, to connect brand with consumer.
Brands are now putting pressure on marketing companies to find ‘The Next Big Thing’ to wow their audiences.
The Institute of Practitioners in Advertising (IPA) report revealed event marketing budgets rose from +2.4% to +5.7% over the first quarter of 2015. This budget increase has encouraged Agencies to spend money in more unique and speciality areas such as entertainment and technology.
So this leads us to answer our initial question, why are brands increasingly using entertainment in OOH marketing?
Well, apart from creating a buzz and bigger impact at an event, entertainment within experiential marketing allows brands to communicate with consumers on a level they want to be engaged on.
A great example of Experiential Entertainment was amongst psLIVE’s ‘Woman in Black Scare Prank’. To launch the sequel to the Horror movie, psLIVE created an unsuspicious 6 sheet and placed it in a cinema foyer. Cinemagoers were attracted to the 6 sheet and had a nasty surprise when the Woman in Black appeared inside and whilst executing an ear piercing scream, reached out to grab them.
This activation uses entertainment as the catalyst to increase brand awareness yet also achieves consumer engagement across multiple platforms.
Not only does the consumer onsite organically share their experience across social media but the stunt itself is recorded and goes viral on Youtube. Consumers who weren’t there are now able to feel apart of the activity allowing the brand to capitalise on exposure. This allows the brand and the agency to see their ROI indicating a successful amalgamation of experiential, entertainment and digital all working together.