Brand activation is an effective way for companies to launch a new product or service, gain valuable customer feedback, and to assert their name into their industry. Multiple benefits include increasing customer loyalty, brand awareness and reputation.
These can take place in many forms; the majority include direct customer interaction. For example, companies can hold an event or pop-up themed around their new product, inviting the public to try it out. Activations can also be online, in the form of collaborations, social media campaigns- or combined with an in-person event.
Three varied examples of successful brand activation will be explored, inspiring your business to incorporate the idea of brand activation effectively.
1. The Spotify-Uber Collaboration
An unlikely partnership of large brands Uber, predominantly a taxi company, and Spotify, a music streaming service partnered up in 2019. This collaboration allowed customers to listen to their songs on Spotify when riding in an Uber by linking their two accounts.
This was an effective strategy as it solves a problem that customers tend to face when riding in an Uber/ taxi, commonly music isn’t played or it’s music they don’t like. Therefore, this collaboration makes the experience more enjoyable as it’s tailored to the user.
Both companies mutually benefit because customers will have to download both Uber and Spotify if they haven’t done so already. Also, due to this collaboration being exclusive to Uber and Spotify, there’s a high chance that customers will pick them over competing taxi/ music companies as they won’t get this benefit.
The unlikely nature of this collaboration caused a buzz on social media, as people were desperate to try this new, unique feature. Customers using this collaboration will have to buy Spotify Premium and spend money through Uber, so it’s a big win/win for both companies.
2. Bank of England’s “New Fiver Launch”
The Bank of England launched the new £5 note in 2016 at Blenheim Palace. The event aimed to showcase the new eco-friendly, durable, plastic materials and all new design to the public.
Exhibition stand design and build contractors Quadrant2Design were tasked with designing and installing multiple exhibition stands for the event, featuring showcases, custom graphics and walkthroughs. Quadrant2Design are experts at brand activation, with many more successful examples like this on their dedicated brand activation website.
This campaign was successful due to attracting many visitors with the exciting displays, and allowing them to gain first-hand, exclusive experience for a large, new product launch. Therefore, this enhanced customer connections and anticipation surrounding the product, creating a successful launch.
3. The Bumble Hive
Bumble is mainly considered a female-first dating app, also featuring a ‘find new friends’ section within the app. In 2017, to extend their service offering on the app, Bumble launched ‘Bumble Bizz’, a platform to connect with other business professionals, and to potentially even find a job. The female-first and ‘swiping’ aspect of the app is repeated, making this a unique offering.
To make the public aware of this new business move, Bumble launched the ‘Bumble Hive’ in London, a two-day networking event, featuring influential women in business, workshops and wellness courses.
The space was decorated to create a bright yellow space, representing a bee hive, covered in honeycombs and Bumble’s branding. The visually appealing nature of the pop-up and the value gained from the networking impressed the public massively.
Brand reputation and brand awareness for Bumble increased due to this campaign, as they’re seen as experts in the business/ careers field, due to the networking events. Bumble also benefits from this brand activation because the other app features, dating and finding friends, are more likely to be used if the ‘Bumble Bizz’ is enjoyed.
Conclusion
Brand activation is a crucial strategy for asserting brand dominance, showcasing product launches and more. By creating engaging, memorable experiences, businesses can build emotional connections with customers, enhancing loyalty and encouraging word-of-mouth promotion.
Effective brand activation goes beyond traditional advertising, offering immersive interactions that allow customers to connect with the brand on a personal level. This approach not only increases brand awareness but also drives sales and strengthens customer relationships.
