We have identified 3 trends that we predict will be big for 2011. We will be posting each over the next few days with examples of how brands are already using them to engage consumers.
The first trend is...
1. Planned spontaneity: Consumers are increasingly seeking exceptional experiences when they go out. Since the recession they are working harder and going out less often, meaning that when they do go out they want something different from the same old bars and clubs. Many consumers want to do something more memorable and imaginative, but due to time constraints they are looking to others to organise this for them. Brands are responding by providing consumers with fun, frivolous and immersive experiences.
Branded examples: ABSOLUT Vodka: Limited Edition Experiences
Held in in Nov 2010 in London, Bristol, Manchester, Edinburgh & Leeds to celebrate the launch of limited edition ABSOLUT Glimmer, 'turning the ordinary into the extraordinary'.
I went along to the London experience at a disused warehouse in Shoreditch. Publicity had been primarily WOM and no one knew exactly what would happen, creating a feeling of suspense and intrigue. I ‘experienced the exceptional’; firstly with fantastic cocktails and then exploring rooms full of quirky installations (moving mirrors, a maze of string, ping pong tournaments, an office with a militant secretary typing away…)
