Has there ever been a more polarizing time in America for marketing? While the question is rhetorical, the trend of experiential campaigns we have seen and are working on for 2017 has certainly centered on a brand’s message and their stance on a political issue related to the current federal administration. From national peace marches to million dollar Super Bowl advertising, America’s brands are certainly speaking out for what they believe in and using their years of brand recognition to drive their message home.
Politically Fueled Experiential Marketing
While many of the politically accounted for activations that Roots³ Productions is currently developing are confidential and proprietary until they are produced for the public eye, it is worth noting that 1 of every 4 planned campaigns for our clients this year revolves around a governmental matter. From fashion to beverage industries, the envelope is being pushed and we are excited to create, build and produce in a somewhat new space.
As many companies around the country have produced politically focused advertising, Coca-Cola has decided to recycle one of their most poignant and deep campaigns when they re-launched their diverse, multicultural commercial during the Super Bowl of Americans from all over the globe singing, “America The Beautiful,” in their primary language. Although the campaign, throughout its life, has garnered criticism, it was specifically brought back during the Super Bowl, (which is heavily sponsored by Pepsi), to take a strong position on the current immigration ban in the U.S.
Emotions & Politics
Super Bowl commercials, billboards, magazines, street furniture and through all traditional OOH, we will continue to witness a brand movement of utilizing media budgets to connect with their consumer’s emotions; however, it is experiential marketing that will ultimately generate the emotional connection between an audience with a brand. Our clients at Roots³ Productions understand that bringing a brand to life can most successfully be accomplished through an event or activation as one can sample product and truly build on a living experience to create a memory. Further, if brands shape their tone and message with a correct strategy their message and political position will be loud and clear.
At Roots³ Productions we are empowered by our clients and their positions. The stakes may be great when publicizing a political view on behalf of a brand, but integrity is greater. We could not be more invested in what each of our clients has initially deployed for their 2017 campaigns and are ready to fulfill the hearts and minds of the country and world.