Big Activation motivates consumers to act through brand interaction and experiential activities. Activation campaigns include promotional marketing, experiential marketing or digital campaigns. These consumer participation strategies bring brands to life via physical experiences while also helping to develop long-term emotional engagement with consumers.
Train stations, retail, or any location that is conducive for consumers to dwell are ideal to capture the attention of consumers. Advertisers can then successfully reach potential consumers that are able to shift their perceptions and shape an authentic emotional engagement; generating a positive brand image amongst consumers creates brand loyalists and advocates.
Activation take many forms and may involve some, or all of the following:
- Product sampling
- Corporate roadshows / Promotional booths
- Roving cars
- Contests / Giveaways