Oceanside activations create immersive branding experiences
Implications - Leveraging the tradition of spring break parties on the beach, brands are creating vacation-inspired events around this premise in order to create the ideal backdrops for Millennials to realize their dreams. Oceanside settings create a fully immersive ambiance, giving brand activations a boost in catering to the care-free and adventurous demographic. The success of beach party activations demonstrates the power of appealing to the aspirational side of the Millennial segment.
Workshop Question - How does your consumer wish they could spend the majority of their time and how can you reconcile that with their current lifestyles?
Trend Themes
1. Branded Beachside Activation - Creating immersive experiences at oceanside settings around the premise of spring break parties is a new trend in branding that has allowed brands to appeal to the carefree and adventurous demographics.
2. Experiential Beach Events - Creating interactive experiences by setting up various activities and events, such as tai chi and workshops, is a new trend that's gaining momentum at international festivals that give attendees a chance to connect with products or services, such as Facebook Beach did at the International Festival of Creativity in Cannes.
3. Pop-up Beach Bars - Concepts like Beach House, which is a free-to-enter pop-up beach bar that teams up with sports and fashion brands like Speedo and Havaianas for events, are changing the way people visit beaches and engage with their surroundings.
Industry Implications
1. Hospitality - With various pop-up beach bars, boutique hotels, and even pop-up aquarium nightclubs, the hospitality industry can leverage these immersive experiences as a way to connect with consumers and offer new entertainment and activities.
2. Food and Beverage - Beachside activations and pop-up beach bars that have been set up around the world provide the opportunity for the food-and-beverage industry to tap into the beach scene and expose consumers to new food and beverage pairings.
3. Entertainment - Pop-up beachside bars and experiential beach events that include DJs, live entertainment, and even movies screenings are changing the entertainment experience and offering the opportunity for companies to create memorable experiences for attendees.
7 Featured, 59 Examples:
390,883 Total Clicks
Date Range:
Jan 16 — Jul 17
Trending:
Warm
Consumer Insight Topics:
