We Are Swell

Only possible due to the hard work of the amazing Swell team.

Love it when a plan comes together. https://lnkd.in/gAVQyhFv

Always learning. Never assuming!

The recent “Willy Wonka Experience” in Glasgow has made a less than bonnie impression worldwide and in doing so provided a wealth of examples of how to never plan or execute an activation. Here’s some advice to whomever at House of Illuminati thought it was a good idea to open their doors and fuel children’s nightmares for years to come… Renders vs Reality. Nothing brings us more pleasure than delivering an activation that looks just like the render (ask us for the pics - we’re happy to share) but don’t sell an event with renders which you can’t achieve. As AI use grows, the gap between image and real life may get even more blurred, but never expect to get away with not meeting expectations. Don’t use the word ‘immersive’ lightly. We don’t blame consumers if they approach future ‘immersive’ events with trepidation after this snafu. Be realistic. Timelines and budgets matter. We’re used to pulling off small miracles - but there’s a big difference between delusion and confidence in everything coming together. The Best Kind Of Prize Is A *Sur*Prise! As the original movie pointed out: good surprises are the best kind of memory makers. But this event in Scotland also proves that a very public failure like this is exactly the kind of surprise the internet delights in sharing. https://lnkd.in/eUrwifXQ

“Imagine if some of those buildings were to become an art building where people could gather not necessarily to acquire but they could engage their curiosity,” she said. “Imagine if those two things could coexist? I think would be worthwhile.”’ What a profound sentiment from the inspirational Es Devlin for this piece in The Guardian. This is a US issue as much as it is a UK one. With Macy’s just announcing they’re closing down stores, it’s an opportunity to get creative with the spaces around us. There’s potential for a union of art, immersion, and sustainability at our fingertips and Swell is here for it. https://lnkd.in/eWZJBtAC Also, be sure to check out Es Devlin’s current exhibition at the Cooper Hewitt.

What makes a memorable event? There are four core tenants we consider when planning and executing a brand activation. Elevation - Brands exist to make our lives better. Activations should do the same. From improving a special moment to an unexpected boost in the day - if we can add value - consumers will remember.  Occasion - Moments tied to individual or collective achievement, celebration, or culturally relevant milestones naturally make lasting impact. Insight - Aha moments big or small that are built on real, considered insight stick in our memories. Connection - Shared moments make stronger memories.  We’re always chasing this perfect combination when planning and executing a branded activation. 

We’re living in the “Renaissance Era of Experiential” as dubbed by Terry Stanley in this great piece for AdWeek. We've always said experiential can build deeper, more genuine emotional connections than any other marketing channel - all while driving social, earned media, CRM and sales. Put in-person experiences at the heart of your marketing strategy...that's where the magic happens. https://lnkd.in/epEZKWXz