With lockdowns remaining a reality for the time being, brand marketers are getting creative with their engagement tactics. The “reverse” activation trend, in which brands deliver experiences to consumers’ doorsteps, is one way to reach consumers, albeit at a smaller scale. Here’s how Chase, Southwest Airlines, The Home Depot and others have embraced the trend, according to a piece in Event Marketer.
Chase x Southwest Airlines
One of the categories of events to dramatically decrease this year was weddings and honeymoons. One solution, devised by Chase and Southwest, was to create pop-up honeymoon experiences in partnership with Brides.com for five essential worker couples in their own backyards. The brands conceived of experiences that mirrored their original plans, provided a photographer and videographer and gifted the couples with Southwest rewards points to that they can travel to their desired destinations when it’s safe to do so.
The Home Depot x ESPN
Tailgating activities is another set of in-person engagements that has been prohibited. To keep football tailgating alive, ESPN and The Home Depot brought pop-up activations to fans’ backyards on College GameDay. A lucky superfan per week received a “hostgate” experience for themselves and up to 10 friends and family, with the event being featured on the game day telecast. The fans also scored a visit from their team’s mascot, an appearance from the College GameDay bus and a burger feast cooked by a private chef.
For more “reverse” activation strategies from e.l.f. Cosmetics and Corona read more in Event Marketer.