Recent research tells us that nearly three-quarters of Americans prioritize experiences over products. Instead of giving away pens or water bottles and hoping they get seen around town, give customers an experience. Not only will they appreciate it more, but they’re more likely to share it on social media, which is more scalable.

What sort of experiences should brands put on? Brand alignment and shareability are critical.

When Greater Palm Springs Convention & Visitors Bureau wanted to get Manhattanites to book direct flights from New York City, it asked consumers to attack giant blocks of ice with whatever tools they could find to “break out of the chill” of winter. Not only did participants find warm-weather prizes inside, but one lucky New Yorker got a free trip out of the event. The activation aligned with Greater Palm Springs Convention & Visitors Bureau’s mission, plus it caught the attention of hundreds of New Yorkers (and untold more) on social media.

Published on: May 24, 2019