# Auditory Activation Brands are launching sound-focused pop-ups that embrace experimentation. By [Jana Pijak](https://www.trendhunter.com/janapijak), SVP of Insights & Content | Published May 8, 2019 | Category: [Tech](https://www.trendhunter.com/pro/category/technology-trends-and-gadgets) Source: Trend Hunter, https://www.trendhunter.com/protrends/auditory-activation ## Key Figures - Trend score: 5.7/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 2, 2018 to Feb 5, 2019 - Published: May 8, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Auditory Activation trend ### Multisensory Marketing Brands are adopting multisensory marketing techniques, such as sound-focused activations, to enhance customer experiences and differentiate themselves from online stores. ### 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. ### 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. ## What the Auditory Activation trend means for industry ### For 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 for Auditory Activation Trend score 5.7 out of 10, from popularity 84%, activity 77%, freshness 8%. - Popularity: 84% - Activity: 77% - Freshness: 8% ## Examples of the Auditory Activation trend 4 featured examples from Feb 2, 2018 to Feb 5, 2019. - [Multi-Sensory Beehive Pop-Ups](https://www.trendhunter.com/trends/jewelry-launch): Pandora Created a Gilded Hive for a New Jewelry Launch (Category: Fashion) Implication: 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. - [Car-Themed Musical Initiatives](https://www.trendhunter.com/trends/mercedsbenz-x-remix-project): Merceds-Benz x Remix Project Spotlights G-Class-Inspired Beats (Category: Autos) Implication: 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… - [Playfully Interactive Music Pop-Ups](https://www.trendhunter.com/trends/music-popup): The Moog House of Electronicus Temporarily Opened in LA (Category: Art & Design) Implication: 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… - [Music-Focused Interactive Marketing](https://www.trendhunter.com/trends/sonos-song-stories): Sonos' 'Song Stories' Series Brings Fans a Unique Experience (Category: Marketing) Implication: The innovative use of Sonos equipment in the 'Song Stories' series opens up opportunities for disruptive innovation within the consumer electronics industry. ## Recent trend clusters - [Delegated Interfaces](https://www.trendhunter.com/protrends/delegated-interfaces) (Tech) - [Adaptive Controls](https://www.trendhunter.com/protrends/adaptive-controls) (Tech) - [Desk Systems](https://www.trendhunter.com/protrends/desk-systems) (Tech) - [Spatial Refinement](https://www.trendhunter.com/protrends/spatial-refinement) (Tech) ## Trending in Tech - [Decor-Led Home Projectors](https://www.trendhunter.com/trends/decor-led-home-projectors) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) - [Dual-Wavelength Recovery Wearables](https://www.trendhunter.com/trends/joint-therapy) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Tech](https://www.trendhunter.com/tech)