Sponsoring large events, like the Super Bowl, is a great way for brands to get their name out there, but is it really the best way for brands to make a cultural mark? Being a part of these large events has its pros, but it also has the ability to overshadow the sponsoring brands. Rather than latching on to someone else’s moment, we at The Connect Group think brands should start focusing on creating an experience they can define and own themselves. This can create room for a richer brand experience, and also help consumers start to see brands as a larger lifestyle, not just a product. Many larger brands have already tapped into this idea and have had major success because of it, here are a few examples of these brands and what they have done to create their own moments:
In 2010, Chipotle launched Cultivate. Cultivate is a one-day, free festival that brings people together to celebrate food and music. This festival offers live music and on-site chef demonstrations, as well as interactive experiences focused on sustainable food. Beyond offering a fun space for consumers to have a good time, Chipotle also uses the festival as a platform to encourage attendees to think and talk about food in an engaging setting. Now in its six year, Cultivate has partnered with countless other brands including Naked Juice, and California Avocados, and has proved to be a successful marketing tool for the brand. Rather than piggybacking off other brands events, Chipotle has created its own, and the success of Cultivate is a true testament to the power of brands creating their own moment.
Budweiser’s Made in America music festival is an event I have been to myself, so I can testify its popularity. This music festival features some of the top artists in the country and attracts nearly 80,000 people each year. Budweiser partners with Live Nation to create this wildly popular show that now takes place in Philadelphia and Los Angeles. Budweiser took a risk by creating their own festival, but this moment still has consumers excited and thinking about Budweiser as a brand, making the risk worth the reward.
Partnering with Swizz Beatz and the Dean Collection, Bacardi produced an event called No Commission: Art Performs. This four-day, immersive brand experience showcased art, music, and of course delicious cocktails. This event had consumers going nuts for the product. Not only did more than 7,000 people attended this event but it also received over 500 million social impressions, including coverage from The New York Times, W Magazine, the Huffington Post, and more. Like Chipotle and Budweiser, Bacardi created their own branding event, and it payed off.
Since part of our job here at The Connect Group is helping brands get creative and come up with these unique moments, we understand how beneficial it can be to think outside of the marketing box; and although these “moments” can take time to develop, if they are done right the investment can yield a higher ROI than a traditional sponsorship. By creating these types of moments, brands like Chipotle, Budweiser, and Bacardi can display their own unique values and identity while simultaneously selling their products, which is a winning situation in our book.