Succeeding in experiential & branded activations
Sarah Early
UTA
- Part 1The best content right now for brand campaigns
- Part 2 Succeeding in experiential & branded activations
Show Notes
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01:31Broadening the scope from entertainment to culture marketingInitially focused on entertainment marketing, UTA realized that entertainment is culture and their work extended beyond traditional entertainment. The term "culture marketing" reflects their broader approach, encompassing brand sponsorships, music strategy, and more.
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03:34Succeeding in experiential marketingThis requires a shift from focusing solely on "stunts" to building experiences that seamlessly connect with the brand message and audience. As exemplified by the Coca-Cola and The Bear partnership, building a cohesive experience that extends beyond the immediate event is crucial.
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06:02Culture out vs. brand down in experiential marketingIt's crucial to blend both approaches for success. However, while players like Netflix have a rich legacy of content they can leverage experiential, it's challenging for brands lacking established narratives, often resulting in one-off stunts or heavy-handed messaging to compensate.
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09:54Examples of good brand integrations in experiential marketingMaybelline's "eyelash bus" campaign in 2023, while a short moment, was surprising and viral. The campaign used giant fake eyelashes on London buses, creating an unexpected beauty brand experience that tapped into AR and social media and felt organic.
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11:34The resurgence of mascots in brand marketingDuolingo's return of its mascot in a fresh and Gen Z way on the Barbie premier carpet and Super Bowl was unexpected and surprising. Despite potential longevity concerns, integrating their mascot across various platforms demonstrates smart marketing tactics for their category.
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12:46Celebrity mascots in brand marketingEstablished mascots like Jake from State Farm and Flo from Progressive have demonstrated staying power. However, the risk of conflicting endorsements and the desire of celebrities to pursue other ventures can create challenges for brands in the long run.
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14:14Why the entertainment industry is thriving in advertisingPlayers like UTA are advantageously positioned to collaborate with diverse creative talents, including writers, actors, and directors. These individuals bring unique perspectives and storytelling abilities to brand campaigns along with their cultural influence and targeted audience reach.
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16:46The value of A list content creators in brand marketingThey not only provide extensive reach and press value but also possess a deep understanding of their identity and presentation on camera. Their collaboration with experienced creative teams allows them to shape content authentically, enhancing brand alignment and engagement.
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17:55The future of AI celebritiesAI in its current state is unable to capture the charm and chemistry of real talent. While AI advancements in visual effects and graphic design are likely to progress more rapidly, the widespread adoption of AI celebrities might take longer than initially anticipated.
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19:00Legal concerns around AI celebritiesThe legalities surrounding celebrity AI in marketing pose complex challenges, particularly regarding privacy issues and the use of public AI tools. Marketers must be cautious about the data they input into such tools, as proprietary information may become publicly accessible.
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19:59Brand marketing trends in 2024Trends include optimistic content reflecting cultural moments, and the elevation of talent as creative partners. Brands will increasingly invest in collaborative partnerships with creators and Hollywood talent to produce meaningful and premium content beyond ad campaigns.
Quotes
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"The mistake brands make with experiential is putting the stunt first, neglecting to establish the desired outcome beforehand. Connecting brand efforts outside of experiential to the event is crucial for consumer engagement." - Sarah Early
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"Two trends I would bet pretty big this year on are, optimism in content and culture in marketing, as well as investing in A-list creators and thinking of talent as creative partners." - Sarah Early"A-list content creators bring more than just reach and press value. With a deep understanding of their identity and experienced creative teams, they shape content organically, enriching brand messaging authentically." - Sarah Early
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"AI lacks some of that chemistry and charm that you would get with real talent. So, AI celebrities may be a little slower to come to fruition in the way that we jumped to conclusions of what that looks like today." - Sarah Early
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"We're going to see the rise of brands investing in great creators, extending beyond ad campaigns to additional content or premium collaborations, fostering more meaningful partnerships." - Sarah Early
- Part 1The best content right now for brand campaigns
- Part 2 Succeeding in experiential & branded activations
Up Next:
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Part 1The best content right now for brand campaigns
Sarah Early, Head of Emerging Platforms, Entertainment and Culture, at UTA, delves into content and brand activations. Often, brands hastily chase after the latest influencer or trendy platform, but these strategies tend to yield short-lived results. Instead, effective campaigns leverage cultural moments to reinforce established brand messages, fostering long-term momentum and impact. Today, Sara discusses the best content right now for brand campaigns.
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Part 2Succeeding in experiential & branded activations
Sarah Early, Head of Emerging Platforms, UTA Entertainment and Culture, at UTA, delves into content and brand activations. Consumers today crave immersive experiences that connect with them on a deeper level, fostering brand loyalty and driving meaningful interactions. But simply creating a "stunt" isn't enough anymore to succeed in this dynamic space, and brands need a strategic approach that resonates with the audience, builds connections, and leaves a lasting impression. Today, Sara discusses succeeding in experiential and branded activations.
