February 15, 2012 § Leave a comment
This staged soccer event set up by Samsung in London’s Victoria station is a good example of an engaging, cultural event that connects people around a given set of values. Samsung manages to create it in a public environment that is unconventional and unexpected yet free and entertaining. The audience, delighted by the distraction, is open to the suggested activity because the brand does not want to push a product. Instead the audience feels compelled to watch and share the fun with friends and family, using their mobile devices. A sense of excitement and fun is in the air and the brand is the facilitator. Additionally the viral component will help transport the expereince to those who did not have a chance to be there in person.
More and more brands realize the power of these cultural events that don’t aim to push a product service but create awareness, engagement and potentially lead to brand loyalty. Though it will only work if the event is aligned with the brands values and is not a means to distract from product/service inherent problems. Before you invest into an activity like this, make sure you’re product service is top notch. NO cultural event can make up for a negative user/customer experience.