Category
Tech
Delegated Interfaces
Trend cluster
Category
Auditory
Activation
Brands are launching sound-focused pop-ups that embrace experimentation.
5.7
Trend score
Trend
What is the Auditory Activation trend?
Auditory Activation: Brands are moving beyond aesthetically pleasing and Instagram-friendly activations and are instead embracing ambiguous sound effects as a multisensory marketing tool. The experimental nature of branded audio projects and events aims to fulfill Millennial and Gen Z desires for niche audio mediums like ASMR, which continue to gain prevalence as a growing cultural phenomenon.
Insight
The consumer insight behind the Auditory Activation trend
Today's consumer needs more motivation to visit brick-and-mortar locations as these spaces compete with the convenience that eCommerce has offered them. What does motivate consumers is the experience that brands are able to offer them as they visit these locations–experiences that are distinct, or that they're able to post on social media. At a time when retailers are transforming to merge with the digital space for the sake of convenience, added elements like tech-infused design elements or auditory experiences enhance customers' purchase journeys in a way that's inherently shareable.
Trend themes
Themes within the Auditory Activation trend
Three behaviours holding the trend together01
Multisensory Marketing
Brands are adopting multisensory marketing techniques, such as sound-focused activations, to enhance customer experiences and differentiate themselves from online stores.
02
Creative Advertising
Companies are breaking away from traditional marketing methods and designing unique and creative advertising campaigns to connect with customers in a more engaging and personal way.
03
Interactive Experiences
Pop-up spaces and installations that offer interactive experiences are becoming increasingly popular as customers seek out unique and memorable experiences that can be shared on social media.
Industry implications
What the Auditory Activation trend means for industry
Where the trend changes the playbookFor
Retail
As eCommerce continues to grow in popularity, retailers are introducing multisensory and interactive experiences to brick-and-mortar stores to improve customer retention and differentiate themselves from online stores.
For
Music
Music festivals, concerts, and pop-up spaces are providing opportunities for brands to showcase their products and engage with customers in creative and unconventional ways.
For
Luxury
Luxury brands are using interactive and multisensory installations as a way to create a unique brand experience and connect with customers in a more personal and memorable way.
Workshop question
How can your brand use multisensory marketing as a tool to captivate your target demographic's emotions?
Trend signals
Trend signals for Auditory Activation
Trend score 5.7 out of 10, from popularity 84%, activity 77%, freshness 8%.
Popularity84%
Activity77%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Auditory Activation trend
4 featured examples from Feb 2, 2018 to Feb 5, 2019CategoryFashion
Multi-Sensory Beehive Pop-Ups
Pandora Created a Gilded Hive for a New Jewelry Launch
Jewelry brands can stand out by creating unique and engaging collections that draw inspiration from nature and incorporate multi-sensory experiences in their marketing efforts.
CategoryAutos
Car-Themed Musical Initiatives
Merceds-Benz x Remix Project Spotlights G-Class-Inspired Beats
As seen in the Mercedes-Benz x The Remix Project partnership, the automotive industry can expand its reach and creative offerings by collaborating with artists and musicians to cr…
CategoryArt & Design
Playfully Interactive Music Pop-Ups
The Moog House of Electronicus Temporarily Opened in LA
Music retailers may benefit from the creation of interactive pop-ups and limited-release high-end music equipment that encourage experimentation and showcase products to a wider a…
CategoryMarketing
Music-Focused Interactive Marketing
Sonos' 'Song Stories' Series Brings Fans a Unique Experience
The innovative use of Sonos equipment in the 'Song Stories' series opens up opportunities for disruptive innovation within the consumer electronics industry.
