{"id":5400,"date":"2023-03-03T17:06:32","date_gmt":"2023-03-03T10:06:32","guid":{"rendered":"https:\/\/cleverads.com.ph\/blog\/?p=5400"},"modified":"2023-03-03T17:12:17","modified_gmt":"2023-03-03T10:12:17","slug":"brand-activation","status":"publish","type":"post","link":"https:\/\/cleverads.com.ph\/blog\/brand-activation\/","title":{"rendered":"\u00a0What is Brand Activation? 4 popular forms of Brand Activation"},"content":{"rendered":"

In today’s digital era, consumers are increasingly bombarded by advertising and non-personal communication initiatives. In such a context, engaging in non-traditional marketing actions and adding them to a 360\u00b0 campaign to maximize results becomes increasingly essential. And one of those non-traditional marketing actions is Brand Activation.\u00a0<\/span><\/p>\n

In this article, CleverAds will guide you through the definition of Brand Activation and explain the process and unique features of brand activation. We also give examples of successful branding activities to inspire your future actions.<\/span><\/p>\n

1. What is Brand Activation?<\/span><\/strong><\/h2>\n

Brand activation is what you do to get people to know your brand through experience or interaction. It’s what you do to make your brand more memorable.<\/span><\/p>\n

The definition of brand activation needs to be more understood and clarified with more general branding strategies. The confusion is understandable: building awareness and connecting with an audience is at the heart of most marketing and branding initiatives.<\/span><\/p>\n

However, brand activation refers to a specific campaign or event, a different experience whose sole purpose is to enhance your brand \u2013 not an ongoing branding process, General.<\/span><\/p>\n

Example of Brand Activation:<\/em><\/h3>\n

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Dunkin’ Donuts activated its iced drink with a giveaway RV last summer. Brand activation campaign winners win a week’s worth of RV rental experience going wherever they want with an RV filled with delicious drinks and donuts.<\/span><\/p>\n

It was a successful brand activation as the winners shared interesting moments with other users and followers on social media. People join the program by filling out forms and sharing them with the #DunkinRefreshSweepstakes tag.<\/span><\/p>\n

With this hashtag and brand activation, Dunkin Donuts went mainstream on social networks, and brand awareness increased dramatically.<\/span><\/p>\n

2. Forms of Brand Activation<\/span><\/strong>\u00a0<\/span><\/h2>\n

Depending on the size of the business and its target audience<\/a>, each type of Brand Activation will be popular with each brand. Reputable brands with big budgets often use test marketing to showcase innovative interaction designs. In contrast, smaller brands often opt for more cost-effective methods.\u00a0<\/span><\/p>\n

2.1 Experiential marketing\u00a0<\/em><\/h3>\n

Experiential marketing, sometimes called interactive marketing, is an activation strategy in which brands create real, immersive experiences to engage their audience. These experiences are not only related to specific products of a brand but also to the values \u200b\u200bthe brand believes in and the feelings the brand wants to convey to its audience.\u00a0<\/span><\/p>\n

Most experiential marketing campaigns require consumers to engage in authentic, accurate experiences that increase brand recall.\u00a0<\/span><\/p>\n

However, in recent years, virtual and augmented reality have been increasingly leveraged to pave the way for digital, experiential marketing. Virtual tours, games, and interactive content allow your audience to interact with your brand from home.\u00a0<\/span><\/p>\n

For example:\u00a0<\/em><\/h3>\n

To advertise the IPS LED display, LG replaced the elevator floor with 9 IPS screens and a sound system to create the illusion that the elevator floor collapses when someone is inside. Thanks to the outstanding quality of the new product, everyone had the opportunity to experience the most realistic simulation of the situation.\u00a0<\/span><\/p>\n

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This experience leaves an indelible impression in the hearts of consumers, but it is also widely shared on social networks and receives comprehensive coverage online.<\/span><\/p>\n

2.2 Sampling the campaign\u00a0<\/em><\/h3>\n

Sample campaigns are one of the most commonly used forms of brand activation. Their goal is simple:<\/span><\/p>\n