IRL to online.

The experience economy has been thriving since our return from the plague. Brands welcome people back into IRL activations to reunite that long-lost lust for social connection. As we all scurry back it's important we don't lose sight of a few important elements.

How your experience shows up IRL is just as important as how it shows up online. Finding ways to turn the guest journey into a visual narrative can extend the shelf life of your investments. A collaboration between content & experiential teams during the development stages will result in a more rounded campaign. Bringing the same level of creativity and quality to both the event itself and its content capture. 

Remember, your experience is a backdrop to your content. So how it looks on camera is just as important as how it looks to the eye which is different things. In contrast to how it shoots, you need to be asking yourself what the narrative and purpose of the experience are. Who are you partnering with to tell your story? How is that story being told? These are great opportunities for your brand to capture the storytelling element that can then be amplified to your online audience. It’s important you challenge yourself away from defaulting to a generic event video and think of your content as entertainment. What does the audience want? 

We recently partnered with EUG Worldwide to produce a cinematic translation of their experience created for Suntory Boss Coffee, titled ‘Tokyo House’. A coffee bar by day and Tokyo inspired bar by night. Two weeks of programming brought Sydney to the culture of Japan through the lens of different artists. Content Originals challenged the brand away from an event video to find a way to focus on the people that were bringing the culture to the experience. The final product resulted in an extremely happy client and content we think you will enjoy.

Suntory Boss Coffee x Tokyo House

Here are a few other brands that are doing it well.

Pandora x marvel

Tag Heuer Connected Watch