Chief Marketer
we've got a lot to talk about
November 1, 2021

It’s not every day that you can take home an artwork valued at $30,000 simply because you enjoyed it more than everyone else did. But thanks to an unusual art experience designed by Bombay Sapphire earlier this month, the only currency accepted at this particular auction was a bidder’s emotional connection to it.

The experience, which measured bidders’ reactions to the artwork using neuroaesthetic technology, is the brand’s attempt at contributing to the conversation about democratizing the art world by making art more accessible regardless of financial means. “For the first time, we are creating an opportunity for art lovers to be able to bid on an original piece of art using their emotional connection and their senses rather than money” says Jamie Keller, Brand Director, North America, at Bombay Sapphire. We spoke with Keller about the inspiration behind the auction, the brand’s larger “Senses Stirred” campaign and its new focus on intimate art experiences that hero emerging and underrepresented artists.

State Farm is another brand leveraging experiences to connect with audiences, particularly in the gaming space. To coincide with the launch of the wildly-popular NBA 2K22 game, the brand debuted a virtual version of its fictional spokesperson, Jake from State Farm, as a character in the game—complete with khaki pants and a red polo shirt. Read about State Farm’s approach to engaging younger generations of consumers through gaming integrations.

Meanwhile, throughout the pandemic we’ve seen a rise in the demand for subscriptions—up 41 percent, according to research from Ordergroove—as an effective way to build customer relationships and provide value. We look at how personalization, convenience and cost savings through subscription programs can improve the customer experience.

Lastly, check out the brands that delivered compelling activations at this year’s New York Comic Con, from a creepy Chucky stunt by NBCU to a carnival experience supporting the HBO Max series “Doom Patrol” to an event-wide scavenger hunt from eBay.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at dbrooks@accessintel.com or call (203) 899-8494.

This newsletter is brought to you by:

 
Old Spice Brand VP Discusses 'Men Have Skin Too' Series, Experiences and Cause Marketing

We spoke with Old Spice about its latest campaign, how the brand is approaching experiences and its most recent cause marketing initiatives.
Read More

 
Oracle Research: 52 Percent of Consumers Plan to Start Holiday Shopping Early

Findings, consumer expectations and concerns about the holiday shopping season.
Read More

 
PHOTO TOUR: 12 Brand Experiences From the Governors Ball Festival in New York City

Take a photo tour of what was new and different this year at New York’s homegrown festival.
Read More

 
How SurvivorNet Leveraged First-Party Data to Create Multiple Content Journeys

SurvivorNet created custom content journeys for consumers using first-party data surrouning a sensitive topic.
Read More

 
Canon's Coral Reef Project Taps Gen Z Creators to Spread a Message of Sustainability

We spoke with Canon USA’s lead marketer on the project about how the brand tapped the creator community to spread awareness of coral reef conservation efforts.
Read More

 
Partner Content
How marketers can succeed without 3rd party cookies & identifiers

You’re a sharp brand marketer with multiple goals and a toolkit of promotions to achieve them. But when and why do you give your customers rewards vs. discounts at checkout? The latest research from branded payment experts Blackhawk Network and Aberdeen explores the effectiveness and impact of the promotion types. Join this webinar to learn how to overhaul your customer acquisition, retention, and loyalty strategy for 2022 and beyond. Register Now.

Facebook   Twitter   LinkedIn

read more about
Make Your Promotions More Rewarding
Free Webinar: Critical Data Enabling Brand Outcomes & Media Value
Luxury Marketing: How to Reach Ultra-High-Net-Worth Women
Get Granular Insights That Turn Trends Into Actions
Account-Based Marketing Tips
Aligning Marketing and Communications Teams