For brands seeking to connect with new audiences, a fan activation at a high-footfall event or location is a powerful way of driving engagement and revenue.
A well-executed and creative fan activation help brands stand out, capture the interest of new audiences, strengthen customer relationships and tap into new audiences.
Although fan activations are not a new invention, brands need new inventive ways to appeal to new audiences in a highly saturated digital world. Customers have a computer in their pocket which connects them to seemingly endless alternative forms of entertainment. As such, there is a new demand for round-the-clock engagement.
Fan activations that are "animated" and encourage audience participation help to strengthen the bond between brand and customer, increasing the chances of repeat custom.
The best fan activations must:
- Capture the audience's imagination and make them feel part of something big
- Be different to the competition by offering something extra
- Facilitate new revenue streams for the brand
- Boost exposure for the brand and any commercial partners
With this in mind, here are three innovative ways brands can take their fan activation to the next level and generate ROI:
1. Encourage user-generated content
Savvy brands are harnessing the power of social media with clever ideas that place the customer centre of the event. By encouraging social media generation, these brands can boost their exposure and revenue while becoming part of the social movement.
For GoPuff Delivers Wireless 2022, GoPuff hosted several branded applications at each festival location. One of the applications was the "Party. Pose. Post" fan activation featuring a 360-degree photo booth, phone charging and chill-out area from our Impact Premium and Gallery shipping container conversions.
By offering a photo booth with a difference, GoPuff intrigued visitors and successfully expanded the brand's reach as visitors shared their curated branded videos on social media.
2. Create a gamification experience
It's human nature to enjoy playing games. Brands that encourage fans to interact through gamification stay top of mind, a powerful motivational tool in the sales funnel.
To drum up excitement ahead of the UEFA European Women's Championship 2022, the Women's Euro Roadshow toured the UK with several container conversion configurations. One fan activation from a Studio Premium container was labelled ‘Show Your Skills’. Through gamification, the activation encouraged visitors to participate and show off their ball tricks.
By including gamification in their fan activation, the Women's Euro Roadshow drummed up excitement ahead of the tournament and showed that football is an accessible sport, inspiring future athletes.
3. Host exclusive content
Brands that host exclusive content at their fan activations make visitors feel included and valued. This VIP treatment has a rippling effect as visitors are more likely to share the content across social media and speak highly of the brand.
eToro hosted a branded application at their sponsored football clubs to encourage app sign-ups. At each event, eToro hosted a live Q&A with a different football legend, giving fans a chance to meet and greet their idols. Fans also bagged an exclusive free football scarf of their favourite team on proof of app purchase.
By hosting a live Q&A with football legends and handing out free scarfs from their fan activation, eToro offered fans a once-in-a-lifetime opportunity. Fans will remember the activation and associate the brand with good experiences.
Ready to leverage one of these fan activation ideas to wow your customer base and unlock a new world of revenue streams? Contact The Events Structure on 0161 821 101 to find your ideal fan activation structure. Alternatively, download The Events Structures' Fan Activations of 2022 brochure here.