2016 was a year of unprecedented creative opportunities for advertisers.
Advancements in technology enabled agencies to develop campaigns across innovative new mediums, pushing the boundaries of digital advertising and inviting consumers to experience brands like never before.
Before we see what 2017 has in store, let’s take a look back at some of this year’s most impactful advertising trends. The following four marketing tactics left a big mark on 2016, and they show no signs of slowing down as we head into the new year.
See which trends fueled some of the most creative ad campaigns, and start planning your first 2017 campaign.
1) Experiential Marketing
From branded pop-up shops to larger promotional events, brands definitely embraced experiential marketing in 2016. And agencies rose to meet this growing demand.
So what makes experiential marketing so powerful? Casey Conway, a founding partner of Say OK — the agency behind experiential work for brands like Google, Microsoft, and Converse — says it helps brands relate to people who don’t typically connect with traditional advertising mediums.
“We pride ourselves on getting those people who think they know better, who can see right through the traditional side [of advertising], and hit them in a cool, unique way,” Conway said to Adweek. “It’s not about a brand just being the logo [in an immersive experience]; it’s about giving the consumer an awesome experience from a brand.”
Example: SXSW ‘Suicide Squad’ Tattoo Shop Pop-Up
When Warner Brothers wanted a unique way to promote the Suicide Squad movie at SXSW, they turned to the experiential ad experts at Milwaukee-based GMR.
Their team temporarily converted a tattoo shop in downtown Austin into Harley Quinn’s Tattoo Parlor, offering free temporary and permanent tattoos inspired by the film’s characters to anyone who was interested. The shop was redesigned with decor from the movie and staffed with a team of Harley Quinn lookalikes to draw people in.