Rebel Marketing: breaking the mold in event communication
I'm putting you in context my darling. In an environment that is increasingly saturated with advertising, this being the norm, where public attention is increasingly difficult to capture, #MarketingRebelde, also known as Guerrilla Marketing, has become a crucial strategy to differentiate yourself and leave an impression worth remembering. Nowhere is this more evident than in the field of event communication, where creativity and innovation are the bargaining chips for attracting audiences and generating impact.
Innovation and the rapid adoption of trends are fundamental pillars in modern event communication. From disruptive advertising campaigns to immersive brand experiences, companies must constantly be at the forefront of the latest news and techniques to stand out in an increasingly competitive market.
This is where BIGBOX comes into play. Because we are very good at events. You know!
What is rebel marketing?
If we need to define this concept, we will do it in the following way. It is a bold and disruptive philosophy that challenges established norms, breaking with traditional molds. That of “thinking outside the box”, of embracing the unexpected and of finding new ways to captivate and surprise the audience. Taken to the field of event communication, rebel marketing is an essential technique for differentiating a brand or event in a market where it is a sin to always do A, B and C, and where competition for public attention is fierce.
The importance of differentiation
People are back with so much message and encouragement. We are part of that “suffering” as users as well. That's why our ace in the sleeve, rebel marketing, offers a unique opportunity to stand out and capture the public's attention. By challenging conventions and breaking traditional molds, brands can create campaigns that not only generate interest, but also spark conversations and leave a lasting impression on the minds of consumers/attendees. Whether through tactics such as street marketing, provocative marketing or Fake Out of Home Advertising (FOOH), guerrilla marketing allows brands to break with monotony and connect authentically with their audience. Come on, this is fun. Let's go on, baby!
Successful rebel marketing actions in the field of event communication
The more creative, unexpected and unconventional the strategy for promoting a product, service or event, the better. When it comes to communicating events, these actions can be especially effective in generating interest and increasing engagement with the public.
- Flash mobs: Organizing flash mobs in public places to promote an event can be a great way to generate attention and enthusiasm. For example, imagine that in a central square in the city where an event will be held, it is filled with dancers performing a synchronized but unexpected chorus that ends with the appearance of a large banner inviting you or announcing the event. Who doesn't want to experience something like that? The campaign will go viral in two seconds.
- Stunts on social networks: are strategies designed to attract the public's attention in an immediate and surprising way. They consist of creative actions, often unconventional, that generate a significant impact on the audience and that are quickly disseminated through the most fashionable social networks. In the context of event communication, they can be especially effective in generating interest and increasing participation. One way to implement this approach is to design an interactive campaign in which users are challenged to complete certain creative tasks related to the event and then share their results in the organizing brand profiles. Cool, isn't it?
- Urban interventions: carrying out surprising and creative urban interventions can have a great impact. What is usually called Street Marketing can be a viral video that collapses all news portals. For example, painting murals or creating temporary artistic installations in key places in the city of the event. Something that attracts attention and that integrates with the everyday elements of the environment. Random example for you to see: a zebra crossing painted pink instead of the classic white stripes, to promote an event or the premiere of something related to Barbie.
- Provocative marketing: deliberately generating controversy can capture public attention and generate discussion around the event, as well as being a lot of fun. For example, launching a provocative advertising campaign that challenges current social conventions or issues can generate strong interest and generate conversations online.
These are just a few examples of how incorporating these actions into your global strategy can effectively improve the communication of your events. The key to success lies in surprising and making noise. A lot of noise.
Fake Out of Home Advertising (FOOH) actions
Fake Out of Home Advertising (FOOH) is an innovative form of advertising that seeks to surprise and catatonic the audience by transforming public spaces or traditional advertising media into unexpected and memorable experiences. This technique is based on the creation of a misleading or fictitious appearance that defies the spectator's expectations and generates a lasting impact on their perception of the brand or the promoted event.
Surely the well-known Schweppes building, on Madrid's Gran Vía, comes to mind, which was the epicenter of one of these actions. Imagine a helicopter carrying giant ice to drop with the “glass” of tonic, not without also adding some gin from a gigantic bottle of Tanqueray. These types of actions are not only surprising, but they leave everyone with their mouths open, turning into viral Internet stories in a short time.
FOOH and its role in event communication
The FOOH can be used in a variety of ways to communicate events to create unique moments. From the creation of surprising artistic installations to the intervention of urban spaces with projections or thematic decorations, the FOOH offers a wide range of imaginative possibilities to get out of conventional advertising.
By challenging spectator expectations and creating an unexpected experience, the FOOH has the potential to generate an emotional connection with the brand and the promoted event, thus increasing its impact and recall.
We give you more examples so that you are aware of the magnitude that these actions entail. They are amazing.
One of the successful FOOH campaigns is Pepsi Max's in the United Kingdom, where a fake bus stop was created with transparent glass panels that simulated a free fall from a height. Not suitable for heart patients. Not only did this surprising installation generate a great deal of attention on social media, but it also changed the public's perception of the brand, associating it with innovation and audacity.
One more! The Netflix campaign in Paris, where a holographic projection was used to create the illusion of a crack in the floor that revealed scenes from their most popular series. This creative intervention generated great media coverage, in addition to boosting interest in Netflix content, reinforcing its image as an innovative and avant-garde brand.
Now let's get to our business. The events. We give you an example for the launch campaign of a new technology product, where BIGBOX creates an augmented reality installation in a renowned public square that allows spectators to interact with virtual characters and experience the features of the product in an immersive and exciting way. This is the prelude to a face-to-face event to present the technology brand's new product line. This unique experience not only generates great attention on social networks, but it also increases interest in the product and reinforces the brand's image as a leader in the technology sector and strengthens the bond between brand and customer.
Defy the rules: controversial marketing
This gets interesting. Controversy marketing is a bold strategy that challenges established norms and generates conversation and attention around an event or brand. By addressing controversial or provocative issues, this tactic seeks to capture public attention and generate a debate that promotes interest and participation. In the context of event communication, controversy marketing can be a powerful tool to stand out from the crowd and leave a lasting impression on the viewer's mind.
Exploring controversy marketing and its potential to generate conversation and attention around an event
This technique is based on the idea that “there is no negative publicity”, meaning that even controversy can be beneficial if managed strategically. By addressing controversial or provocative topics, brands can generate a conversation around their event and capture the public's attention in a unique and memorable way. From campaigns that challenge social norms to events that provoke reflection and debate, controversy marketing has the potential to generate an emotional connection with the audience and increase the awareness of the brand or event being promoted. Can you imagine everyone talking about your event long before it even started? Cool, isn't it?
Case studies of controversial marketing campaigns in the context of events and their impact on brand perception
A prominent example of controversial marketing in the context of events is the campaign to launch the perfume “Eau de Gaga”, where Lady Gaga starred in an autograph signing event at a perfume store in New York. During the event, Lady Gaga surprised her fans by giving away samples of the perfume by spraying it directly on them, generating a mixed reaction of surprise and emotion among the attendees. This provocative tactic not only generated extensive media coverage, but it also increased interest in perfume and reinforced Lady Gaga's image as a bold and controversial artist.
Another notable example is the launch campaign of the game “Grand Theft Auto V”, where an installation was created in the form of a giant dollar bill with the game's logo in the center.
This provocative installation generated a stir on social media, as expected, and generated a conversation surrounding the game, thus increasing anticipation and interest in its release.
Breaking the Molds: Disruptive Communication at Corporate Events
In a world where attention is the most precious asset, disruptive communication has become the secret weapon to stand out in this jungle of corporate events. And at BIGBOX, we don't settle for going unnoticed, you know! Why stick to the conventional when you can leave an indelible impression?
Reinventing event promotion through innovative strategies
At BIGBOX, we don't follow the marketing manual, we rewrite it! With our rogue mentality and fresh approach, we are challenging established norms and creating experiences that leave the audience with their mouths open.
Do you remember the famous saying Go big or go home? At BIGBOX, we take it to the extreme. From creatives that make the competition tremble to social media campaigns that break the mold, we're not afraid to go beyond the conventional. Because conventionality just isn't our thing!
Our team of inventive minds and intrepid strategists is always looking for new ways to surprise and captivate the audience. Do you want to organize a corporate event that won't be easily forgotten? You're in the right place! At BIGBOX, disruptive communication is our calling card, and we're ready to take your event to the next level.
BIGBOX, your disruptive and rebellious partner
We are not content with breaking the molds, but we are pulverizing them and creating new frontiers in the communication of corporate events. Our rebellious approach and our passion for challenging the conventional drive us to exceed expectations and to leave an indelible mark on every project we undertake.
Do you want to stand out from the crowd and leave a lasting impression on your guests? Look no further! Contact the BIGBOX team and find out how we can turn your next event into an experience that everyone is talking about.
Be different!
Be creative!
BE BIG!
