"Claim to fame: Successfully sold a partnership between the TV show Killing Eve and buy-now-pay-later service Klarna; deliverables included an in-app experience that sourced pieces from Jodie Comer and Sandra Oh's (truly incredible) wardrobes. ( Lesson 0: Look for audience behavior that you can amplify. Bembury-Coakley had noted that viewers were asking questions on social media about designers.) Lesson 1: It's not "Why this?", it's "Why you?"."
"At CultureCon, Bembury-Coakley tells me, people make a run for Activation Alley as soon as it opens. It's not just that the activations are amazing or that a particular brand is there - it's that CultureCon's attendees have high expectations, because they trust that this year's activations will be as good as the last. With events and experiential spaces becoming ever more saturated, I ask Bembury-Coakley how she stands out in a crowd."
Shareese Bembury-Coakley leads business development and partnerships at CultureCon, overseeing sold-out events that attract major talent and 10,000 attendees. She secures brand partnerships by aligning activations with audience behaviors and expectations, exemplified by a Klarna partnership that sourced wardrobes from Killing Eve actors. CultureCon attendees expect consistent, high-quality activations, driving immediate engagement with Activation Alley. Successful brand asks must answer "Why you?" by demonstrating cultural relevancy, access to community, and consistency. Framing deliverables through that "why me" lens makes partnerships easier to execute and more resonant with the event's audience.
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