3 Activation Design Elements Inspired by the Online World
4 Minute Read
- MKTG breaks down three creative elements used by Tier-1 brands in activations that have been leveraged from the online world.
- Brands that use vibrant duo-tone gradients in their online creative can leverage this design element in their activations to help stand out amongst competition.
- Brands can implement activation spaces that resemble social media platforms to spark engagement with consumers.
- GIFs easily become viral due to their fun and humorous tone; consumers will enjoy brands that integrate a GIF creation station on-site.
MKTG sat down with one of our #HumansOfMKTG, Design Intern Adam May, to discuss effective creative elements implemented within activations. From our research, we discovered that many of these creative elements have been inspired by the online world such as allowing consumers to create shareable content such as GIFs. In this week’s blog, we break down how Tier-1 brands enhance the on-site consumer experience by using design elements that have originated from internet platforms.
Brands that use vibrant duo-tone gradients in their activations will stand out amongst competition.
In the 2000’s, the use of duo-tone gradients was trending in the creative of many brands. It is the technique of using bright colours that created a funky and edgy visual that was appealing to consumers. Duo-tone gradients are beneficial for a few reasons include: the copy or a brands messaging on ad’ will pop, duo-tones can be used to reflect the mood or tone and a brand’s core corporate colours have the opportunity to be highlighted. Gradients are now making their modern-day comeback with brands such as Spotify.
Case Study: Spotify leverages the duo-tone design of their online interface in their activations.
Spotify is one of many Tier-1 brands to bring back this style by applying gradient colours over top of the images of artists in their online platform and within the app. This enhances the user experience as consumers can easily navigate from artist to artist as each artist is allocated a unique colour within the Spotify platform. This also helps Spotify stand out from competition (ex. other streaming sites such as Apple Music do not use this style) as the interface is unique to the brand which will be useful in creating a recognizable creative. Spotify used duo-tones in their latest activation commemorating David Bowie in New York City inside the Broadway-Lafayette train station – the orange duo-tone helps the creative and messaging stand out in this high traffic area.
GIFs easily become viral due to their fun and humorous tone; consumers will enjoy brands that integrate a GIF creation station on-site.
Brands fight for the attention of guest’s at large festivals. One way to get consumers to engage with a brand is with an activation that allows guests to create their own GIF. GIF creation is a highly effective tactic as it allows consumers to add their personal touch to a fun, shareable piece of content.
GIFs satisfy the need to create something shareable at events. GIF’s and animations are this generation's form of socially shareable assets. Consumers love to share their favorite moments on social media and GIFs are a level-up from your traditional photo opps. Consumers want to create their own content – this creates a great opportunity for brands to become a hero and be responsible for helping consumers create something special.
Case Study: GIF creation inside the Heineken House at the US Open
Heineken activates their ‘Heineken House’ at many events from festivals such as Coachella to sport competitions such as the US Open. Aside from other activities that occur within the Heineken house, they bring a live GIF photo booth to the activation. Using the US Open as an example, guests attending the event can have their picture taken holding branded merchandise and Tennis related items. The GIFs incorporated a strong, chic design element with Heineken’s green brand colour that users wanted to share which provided a large amount of earned media for the brand.
Brands can implement activation spaces that resemble social media platforms to spark engagement with consumers.
The overall constructive design of an activation space is a key factor to grab consumers attention. One way to intrigue consumers is to physically scale up, promote and resemble social media platforms. This sparks the opportunity for consumers to create and engage in shareable content for their own personal social media profiles.
Case Study: Burger King launches life size Instagram post to promote launch of Instagram in Spain
To supplement Burger King`s Instagram launch in Madrid, the brand launched a life-sized Instagram post, recreating a restaurant inside the post itself. Designing this activation involved leveraging the fine details of Instagram’s user interface. Inside the activation, consumers could get their picture taken eating a whopper and interact with the pop up quick service restaurant. The activation was successful is having consumers engage with the brand, share on social media and build awareness of the Instagram launch.
For brands, it is important to be aware of what the competition is doing when executing creative concepts in order see best practices and how to uniquely stand out. Spotify, Heineken and Burger King amongst many other brands, bring the intangible online world to life within their activations.