At SXSW, Brynn Brewer and other attendees lined up to explore the Criterion closet, highlighting a shift in experiential marketing. The focus has evolved from mere brand relevance to creating meaningful interactions that foster brand love. This change comes after pandemic-related shutdowns, emphasizing the importance of how consumers feel after an experience rather than just measuring foot traffic or social media engagement. Brands like Criterion and Amazon showcase their commitment to engaging experiences, allowing attendees to connect more deeply with their offerings.
Brewer isn't alone in her assessment. The three women around her in line shared similar sentiments, noting their love of classic film, while shielding themselves with an umbrella from the heat of the Austin, Texas sun.
Now, after having experienced the shutdown of experiential efforts during the pandemic, marketers, agency execs, and attendees believe experiential at SXSW shouldn't solely be about relevance, but to give attendees a real way to interact with the brand.
Today's marketers see increasing brand love as a current goal - something that came up consistently in discussions at SXSW, highlighting a shift in focus from merely attracting attention to fostering deeper consumer connections.
As marketers, agency execs, filmmakers and musicians returned to Austin this past week for SXSW, so too have the brands like Criterion, FX, Paramount, Amazon and Alaska Airlines with various experiential activations on the ground.
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