Experiential Marketing Trends To Follow in 2020

We are three weeks into the new decade and the future of experiential marketing is already unfolding. 

There are a lot of things that come with a new year. New goals, new perspectives, new haircuts, and new trends. 

It’s also a good time to reflect on what we’ve done, what we want to do, and how we want to improve. What worked this past year? What didn’t? Why didn’t it? How can we make it better? 

We at Fervent Events do a lot of reflecting on our work. With detailed reports after each activation coming from team leads and brand ambassadors on the ground, Fervent Events is able to identify with precision what works well and what could be improved. 

Part of that due diligence is keeping up to date on the latest trends in the industry, and incorporating them where appropriate to our campaigns and activations. 

Scroll down to read more about some of the experiential marketing trends to expect in 2020 and beyond!

Art Installations/ Creative Experiential

The intersection of art and marketing had always existed in some way. Design concepts, colour theory, and countless other principles of visuals and aesthetics have a huge impact on how experiential marketing campaigns are received by their target audiences. 

Fervent Events recently teamed up with Waterfront BIA in Toronto to provide the public with a winter art installation, Impulse, as part of a winter art series in the city.

Read more about our latest experiential marketing campaigns here

Art-focused experiential marketing initiatives have a unique edge when it comes to connecting with audiences. The limits are few when it comes to strong visual or artistic direction in marketing campaigns. Adding an artistic or creative element to marketing campaigns for film or entertainment promotion or even sampling campaigns can enhance audience engagement.

Brands with a Cause 

According to a report by Cone –a social marketing and communications agency– millennial consumers are largely preoccupied with responsible consumption and sustainability. 

The report found that 64 percent of millennial women and 54 percent of millennial men bought products associated with a cause in the past 12 months. Millennial women in particular were especially intent on holding companies responsible for producing results in regards to corporate social responsibility. 

How does this impact experiential marketing initiatives?

Aside from pushing brands to improve their corporate culture and enhance sustainability, these statistics offer an insight into how brands can reach millennial audiences. Some marketing strategies that were believed to be effective 20 or 30 years ago are no longer acceptable. Keeping up to date on trends in the industry is what Fervent Events does to make sure campaigns land the right way. 

Read more about Fervent Events’ process and how we incorporate storytelling in cause-based marketing campaigns.

Interactive Experiential 

Interactive marketing campaigns have become more visible in recent years. 

Now, more brands are taking it a step further to provide a truly immersive experience for target audiences with 4D installations that individuals can interact with creatively.

Recently, Fervent Events was asked to staff the interactive art installation “Impulse” at the Toronto waterfront in partnership with Waterfront BIA. 

Originally debuting in Montreal in 2015, Impulse is described by BlogTO as “an interactive work comprising a series of 15 seesaws that form units of light and sound that can be activated by the public to create an ever-changing composition.” 

The row of light-up seesaws are visually stunning, and come to life when people sit on them. They emit sounds and as various seesaws are in use, a unique composition is created that rings through the surrounding snow-covered streets. 

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