Brands are increasingly seeking more targeted and unique ways to create sought-after consumer experiences through high-touch tactics, experiential commerce and local collaborations.
Federal policy shifts are impacting hospitality
The new U.S. administration is shaking up
the corporate landscape, creating both
opportunities and challenges for event
marketers.
The influx of major sporting events, along with promises of economic relief, infrastructure improvements,
and deregulations under the Trump administration, has U.S. event marketers bracing for growth. However,
concerns about travel restrictions, international visitors, a tight labor market, and reliance on undocumented
workers are creating uncertainty in hospitality and events.
Consumers seek simplicity in a world overwhelmed by choice
Embracing high-touch experiences creates desire and makes simplicity the ultimate luxury.
The minimalism trend is growing as brands prioritize fixed offerings and high-quality experiences over excessive choices. Subscription boxes like FabFitFun simplify selection while maintaining a curated feel, and art collectives like MSCHF create excitement with limited-edition, unconventional products.
Experiential commerce brings brands to life in everyday spaces
Retail media and commerce bridge the gap between living the brand and buying or trying its products.
Major brands are crafting shareable experiences early in the buying journey, from interactive product trials to pop-up showrooms. They’re also integrating with fan cultures, like Aroma360’s NBA-themed scents and Michael’s Friendship Bracelet Bus at Taylor Swift’s tour.
Local sports collabs drive deeper fan engagement
Brands see stronger goodwill and
affinity by investing in local, ephemeral, co-created sports experiences.
Brands are shifting towards targeted, community-focused sports sponsorships and events to stand out. Instead of large-scale ads, they’re investing in local initiatives like Super Bowl watch parties and grassroots NBA All-Star events, prioritizing deeper audience connections.
OUT-THERE EXPERIENCES
People, brands and marketers continue to push the boundaries of physical and digital experiences, with new and creative executions popping up across the globe.
True crime meets chill time at Peacock’s ‘Crime and Unwind’ spa—where relaxation is always the prime suspect.
Häagen-Dazs transforms a Cadillac into the ultimate ice cream mobile set to crash Shaq’s Super Bowl bash.
Cracker Barrel’s snack-bot fleet is delivering cheesy goodness straight to Super Bowl fans, no hands required.
Cheetos amps up the Vegas cheesiness with a branded chapel, hologram Chester officiant, and flaming hot vows.
Catch up on all our previous Experience Intelligence reports. Or schedule a strategy session with us!
