What will brand experiences bring to the table in 2030?
Amplify Strategy Director, Sophy Vanner, gives insight on the future of brand experience, alongside other industry experts. Read the full article at Campaign, originally published February 12th 2020.
Try to fast forward to an imaginary 2030 – it often conjures up a Black Mirror-esque landscape where people pay for their bus fares by watching ads and get a discount on their favorite clothing brands by wearing their items in populated areas frequently.
While this can seem a little disconcerting, undoubtedly one of the pros of buinesses wanting to engage audiences is the enjoyment that can be had at an brand experience and the way these events can lead to new discovery.
Audiences continue to become demanding while wanting to build lifelong affiliations with companies that align with their personal values. With exciting advances in technology aimed at capturing heads and a key focus on sustainability to capture hearts, Campaign looks forward to what 2030 holds.
Sophy Vanner, Strategy director, Amplify
"Experiences will be hyper-local and able to make an important socioeconomic impact. By having a holistic approach to locations, we’ll be able to move outside of cities and into places in need of investment: seaside towns, empty high streets, pubs, old schools and dilapidated stations. This hyperlocal approach is incredibly effective when supported by a content engine that lets the event travel the world. And imagine what brand experience could do in those spaces.
A few years ago, for a Converse project, Amplify turned a warehouse in Peckham into a fully functional space that was fit-for-purpose to be used after the programmed series of events. If we dream even bigger, by 2030 brands can be joining forces to take up permanent regional residence, designing experiences that rebuild towns and increase jobs, entertainment and education opportunities. Brands will be able to leave a legacy for local people that can be sustained long after the experience is over.
Imagine an elevated laser-tag destination where new virtual technologies make culture accessible to young people outside of London; immersive cinema experiences that can raise aspirations in high-poverty areas; and old leisure centres fitted out with innovations from top sports brands to improve the health and performance of children. We’re already seeing regional cities and towns becoming part of the mix in our work with Dr Martens, Jack Daniel’s and Spotify. And we hope this will only continue in the next decade."