Creating mental availability through brand experiences
Modern marketing demands more than visibility: it demands experiences that create real and memorable connections. In a world saturated with information, tools such as live marketing and brand experience become essential in the marketing strategy to increase brands’ mental availability and brand recall. Instead of passive advertisements, the proposal is to offer live, in-person interactions that engage the senses, create emotional bonds and remain in the consumer’s memory.
Neuroscience applied to marketing shows that sensory and interactive experiences activate areas of the brain linked to emotion and reward, strengthening mental availability – that is, the ease with which a brand is remembered by the consumer when they are about to make a purchasing decision. .
A study by the Event Marketing Institute revealed that 85% of consumers are more likely to remember a brand after experiencing an engaging experience, which reinforces the value of experiences and interactions with the brand to increase brand recall.
The Future of Marketing is Experiential
Brands that have not yet adopted live marketing strategies are missing opportunities to create a competitive and emotional differentiator. With annual growth of 30% in recent years, the global experience market now exceeds $100 billion, proving that the future of marketing involves memorable experiences that not only capture attention, but also ensure that the brand is remembered at the right time. .
According to Tuane Leite, head of Marketing at Mude, a pioneering platform in OOH media and experiences, the benefits and impacts of using these tools go beyond physical barriers and are capable of amplifying the brand’s actions through digital channels.
“Experiences take place offline, but they go much further. They reverberate on social media, expanding the brand’s reach and connecting the public on different platforms, creating an amplification effect that enhances results and prolongs the life cycle of campaigns”, reinforces Tuane.
A Freeman study shows that 98% of participants in live activations and events are likely to create digital content related to the experience, which creates a valuable opportunity for brands to connect with audiences across multiple platforms. This Cross Channel effect maximizes the impact of activations, ensuring that the brand’s message reaches new audiences and increases engagement.
Examples of global impact
Global brands like Nike and Red Bull are already reaping the rewards of investing in live marketing. Their activations, from urban races to immersive sporting events, not only create immediate impact, but also create memories that continue to influence purchasing decisions months after the event.
In Brazil, Mude applies these same concepts to the outdoors, with experiences that unite brands, consumers and well-being. One of the most interesting products on the platform are the outdoor gyms in several cities across the country, in partnership with brands such as Centrum, BV, Dasa/Exame, Unimed, YoPro, among others. The public can participate in free training and sports classes and has access to high-quality equipment for weight training.
In addition to outdoor gyms, the Mude ecosystem also delivers classes in various locations across the country, urban sports furniture, in addition to the application where users book experiences, consume content and can also take classes on demand — carefully architected to inspire movement and promote a community engaged with the brands on the platform. Each element was designed to unite people around a more active and healthy lifestyle, creating connections that go beyond training and strengthen a sense of belonging.
