Alongside Inter Milan, other bold brands are also taking the opportunity to capture the ears of the audience. For example, IKEA made their debut on Clubhouse with three thematic rooms (living room, kitchen, bedroom) in which influencers and journalists contributed to a discussion on how to make the most of home life, with the support of psychologist Luca Mazzuchelli.
Of course, the free and open scenario that Clubhouse proposes where anyone can drop in and say what they think live is not risk-free: haters could be around the corner. However, the potential of the audio experience is undoubtedly fascinating.
If traditional campaigns are effective to raise brand awareness on a large scale, then more targeted activities such as those of Inter Milan and IKEA will reach niche and extremely vertical audiences, where those who take part are more receptive, attentive and easier to convert into brand ambassadors. In this respect, it is similar to traditional experiential activations that reward people with in-person shared experiences and live vividly in the memory of those who were there. While they reach a relatively smaller group, the activation leaves a much deeper mark.
The opportunities are there. Now, brands, it’s up to you: will you be brave enough to come out of the locker room and follow Inter into the playing field? Are Brand and Marketing Managers willing to get more hands-on and reach brand fans and consumers directly without intermediaries? The true game is yet to be played, emotions are just around the corner.
New Normals is a content series focused on the rapid evolution of the experience economy in response to the global pandemic. TRO, the brand experience agency, in collaboration with the global network of Omnicom Experiential Group, will share weekly stories and insights from around the world.