A recent brand activation from travel brand Celebrity Cruises sought to provide busy commuters with moments of delight on so-called Blue Monday 2016. Considered the "saddest" day of the year, Blue Monday has proven to be a unique opportunity for branded stunts that seek to introduce offerings to consumers through experiential means.
In this particular experiential promotion, Celebrity Cruises interacted with consumers leaving London's Waterloo Station by creating a pop-up version of its Lawn Club at the station's taxi rank. The brand also invited butlers to be on-hand to help consumers hail a cab, while they were also given a "passport" to be used for entering a contest that would be rewarding one individual with a chauffeur-driven journey home at the end of that work day.
Commuter-Delight Brand Events
This Celebrity Cruises Activation Delighted Consumers on Blue Monday
Trend Themes
1. Experiential Marketing - This trend of creating interactive brand experiences can disrupt traditional marketing methods and create lasting impressions on consumers.
2. Branded Stunts - Investing in unique and attention-grabbing brand activations can generate buzz and increase brand awareness.
3. Moment of Delight - Brands can take advantage of specific days or moments to surprise and delight consumers, creating positive associations with their products or services.
Industry Implications
1. Travel and Hospitality - Innovative brand activations can help travel and hospitality companies stand out in a crowded market and attract new customers.
2. Marketing and Advertising - Experiential marketing can revolutionize traditional advertising approaches, allowing marketers to engage with consumers on a deeper level.
3. Transportation Services - By incorporating experiential elements into their services, transportation companies can differentiate themselves and create a memorable customer experience.