Insight: Rebellious, Experiential Events

All over the country, the ‘youngsters’ of Great Britain are attending secretive underground events. These new and creative forms of entertainment reflect young people’s desire to be imaginative trendsetters, ahead of the crowd. Attending unusual nights earns kudos amongt peers for being in-the-know and stepping away from the typical high street occasions. Throw in a healthy dose of rebellion and you’ve got....

...bingo nights. Yes, bingo nights. But not as you know them. Leave your granny at home for this one because The Underground Rebel Bingo Club demands raving, debauchery and scrawling over your face in marker pen whilst screaming ‘BINGO!’ The parties are popping up in London, New York, Brighton, Nottingham, Manchester and Bristol. Poorly concealed as ‘Young Person’s Health and Safety Conventions’ or ‘Residents Association Meetings’, the bingo raves are held in secret locations. The venue is revealed when you buy tickets. In the Rebel Bingo crew’s own words: “We’re everywhere and nowhere, but wherever we are we’re playing hardcore Rebel Bingo on the down low.”

...Immersive performances. Similarly raucous experiential nights are created across the country – for example by ArtSpace LifeSpace in Bristol. Taking disused buildings, they transform them into fantastical, temporary venues for themed performance-based spectacles. One such event is Carny Ville: a seedy, Victorian-style circus with live bands, creepy clowns, barn dancing, tight-rope walkers and burlesque shows. There are no distinctions between performers and attendees as both arrive in costume. The lack of boundaries means that theatrical stunts like fire breaking out of honkytonk pianos or ghostly women abseiling down walls seem spontaneous and believable, blurring the real and imaginary.
So what does this mean for brands? Because underground events are often ‘a secret’, they rely on word of mouth. Those who hear of the event in this way feel privileged and proud to be ahead of the crowd. A branded, unusual event that genuinely captures the imagination of the target audience and plays to their aspirations will make them talk about it voluntarily to demonstrate their ‘insider’ status to their peers. This is fundamentally more engaging than a standard branded ticket mechanic.