Mastering Emotions in Brand Activations: A Guide for Experience Creators
Ever wondered why some events and brand activations stick in your memory while others fade away?
It’s all about emotions.
Tapping into the right feelings can turn a good event into an unforgettable one. I was inspired by a piece by Greg Jarboe, “39 Emotions Digital Marketers Can Use In Advertising,” to explore the role of emotions and psychology in events, experiential marketing and brand activations.
Selecting Emotions for Different Event Types
First things first: context is king. The vibe of your venue, the season and weather, heck, even the current political climate can all set the stage for your attendees’ emotions before they even step into your event. In 2024 more than ever, consider the external factors that have an impact on your event. A five minute brainstorm with your team should help set the baseline pre-experience stasis for the attendees at a top level.
So, are your attendees walking in relaxed, frazzled or perhaps excited? What are they carrying into your event, both physically and emotionally (🙏 the unburdening that is a coat check!)? Use these cues to pick the emotions that’ll resonate and tell your story. Remember, your emotional palette should complement, not clash, with the external environment (unless you’re trying to craft something truly dystopian or jarring).
Emotional Storytelling in Events: Themes
Storytelling isn’t just for books and movies; it’s a powerhouse in events too (this shouldn’t be groundbreaking at this point). Landing on a theme and expanding it to a customer journey is the start of developing that narrative with all stakeholders in the experience.
There are some trending themes that are hitting hard in 2024: Take nostalgia, for example. Through color, texture and context, we’re talking ’90s throwbacks that have millennials reliving their childhood and Gen Z discovering the charm of yesteryears. There are apps that frame your pictures to look like polaroids and make you wait through a cooldown period while photos symbolically develop (hello, suspense). I, for one, look forward to re-living the Lisa Frank vibes of it all.
And awe? It’s a classic. From world record-breaking stunts to larger-than-life installations, awe has been wowing crowds for ages. It’s a great tool for conveying scale or significance for intangible or hard-to-understand concepts. But why stop there? Layer in more suspense and mystery to amplify that sense of wonder or comfort.
Looking for more trends and themes to explore in 2024? Check out Pinterest Predicts- an interactive tool based on the insights they’re gathering from consumer behavior.
Empathy in Brand Activations
Empathy isn’t just for cause-based events; it’s a secret weapon for B2B too.
Ever heard about the HBO Max intern who goofed up, deploying a big email blast? It triggered a visceral response and the “Dear Intern” trend on Twitter, where love and support targeted to young professionals was illustrated through the sharing of fails. We’ve all been there, and that shared cringe is a goldmine for connection. Crafting a narrative where your audience sees a bit of themselves in your story — that’s where empathy shines.
Balancing The Stimulation From Emotions
Think of your event or experience like a play or TV show. If every scene is high drama, the audience gets burnt out (or you’ve built yourself a soap opera). But, if you build up to those gasp-worthy moments with calmer scenes, you’ve got a recipe for a rollercoaster ride they’ll love. It’s all about pacing — give your attendees a moment to breathe before you wow them again.
I sometimes think that’s what feels “off” about selfie museums: they’re just hitting one chord over and over throughout the walkthrough.
Bring on the dark before revealing the light.
Technology’s Role in Evoking Emotions
Tech can be a game-changer in architecting emotions. It can turn big spaces into small immersive ones or turn an entire city into an interactive playground. It can make your pulse race, drive curiosity, or channel peacefulness. It’s the single easiest way to trigger surprise in audiences time-after-time.
At Gen City Labs we’re all about selecting the right tools to get those feelings flowing. Whether it’s AR, VR, AI, or something totally new, we use tech to turn your creative vision into a complex layering of storytelling triggers.
Inclusion and Accessibility
In 2024, there’s NO excuse to have inaccessible events and experiences. As you compose campaigns and strategies, you may want to check a draft with some folks who are neurodivergent or differently abled. There are plenty of chances to minimize those blind spots by adding a stage of feedback/listening to your process to ensure the message is clear, frictionless and the method of delivery is supportive.
I love following the developments in the theatre world: what started as sensory-friendly performances (lights only half-out in the house, sound levels diminished) have become BRILLIANT examples of creating a conscientious alternative to the primary attraction. Must watch: Jack White Theatre’s coverage of the introduction speech from a “Relaxed Performance” of Wicked. Does it spoil some surprises? Sure. But it takes a moment to explain (with sign language!) costumes and make up, remove the fear that could be triggered by props or the faceless voice of the Great and Powerful Oz, as well as make sure everyone felt comfortable in the venue.
The first time I saw that reel it brought tears to my eyes: it was so considerate. The second time, I paid more attention to the audience reactions to each moment in the video: the families in attendance were truly paying attention and connecting with the thoughtful introduction. A lot of thought and awareness went into creating this experience for attendees.
If you’re interested in more like this, check out the Frozen Sensory Synopsis to help prepare for potentially problematic moments! Bonus points for making “Access” a primary tab on their website.
Overcoming Challenges
Let’s be real: creating an emotionally charged experience isn’t always a walk in the park. Getting everyone on board with your vision can be tough. But the payoff is worth it if people are still buzzing about your experience years later.
Need a hand crafting an emotionally engaging experience? That’s where we come in. At Gen City Labs, we’re experts at weaving narratives and using cutting-edge tech to bring your brand’s story to life. Whether you’re aiming for awe, nostalgia, or anything in-between, we’re here to make it happen.
So, there you have it — your cheat sheet to making your next event an emotional hit. Remember, it’s all about picking the right emotions and weaving them into a story that resonates.
Don’t miss our next livestream event: Wednesday, January 10th! Set a reminder on LinkedIn or Youtube. We’ll be chatting with Waco Hoover, founder of XLive and MCon to explore his advice for launching events, growing partnerships and fostering communities.
About Gen City Labs:
We’re a creative technology studio, crafting interactive experiences that captivate audiences and drive engagement. We collaborate with brands and agencies to bring their visions to life across both live and virtual channels. Our team of experts leverage the latest technologies to create showstopping storytelling within interactive pop-ups, activations, flagship retail, tradeshow booths, innovation centers and more. GCL is the trusted partner of choice for Fortune 500 brands and global agencies.
If you’re interested in learning more, get in touch at info@gencitylabs.io.
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