Minnesota was front and center for the last week of January. As host to Super Bowl LII, our state leaned into the “Bold North” moniker and created a great experience for locals and visitors alike. From the amazing Polaris backflip to Land O’Lakes Farm Bowl, Minnesota’s homegrown brands brought it in a big way. MN marketers might be ready for a break, but not for long. March 2019 will see the Final Four come to Minneapolis. We’re excited to see the stunts and innovation, and can’t wait to help build brand activation kits to support it all.
Brand activation is the act of driving consumers to act by means of interactions and experiences designed by the brand. Brand activation kits support these interactions and experiences. As a Minnesota company, we know Minnesota brands, their values and their challenges. Not the least of which is designing an outdoor environment in the subzero Minnesota winter.
Homegrown Brand Activation Kits
Sunrise Packaging can design packaging for any sort of brand activation. The goal of any marketing initiative is to garner a response; while it’s one thing to get people talking, it’s another to get them to pay attention and remember your brand.
Brand activation itself can take many forms. Experiential marketing, consumer promotions, shopper marketing, all of these things can be part of it. Since there are many ways to implement, it’s usually easiest to give examples to explain brand activation. When we think back to the different Super Bowl LII experiences created by different brands, we get an idea of some of the elements that make successful brand activation campaigns:
First and foremost, it needs to be unique to be memorable, right? There’s no point to it if it doesn’t increase consumer interaction with your brand, and if the consumer doesn’t remember you…
A crazy experience, zip-lining across the Mississippi River, is almost as unique as it gets. However, would it work for any brand? For a brand focused on thrill-seeking and adventure, yes. For a candy store? Not so much.
- Full of MN Pride
As varied and interesting the various strategies were, there was one thing they all have in common. Minnesota, the Bold North tagline, was front and center for every single one.
As Minnesota brands start thinking about their plans for the next major event to come to Minnesota, include brand activation kits in your overall strategy.
The Bold North, Round 2
March is usually a little more moderate in weather than January (well, most of the time). That said, the one million+ visitors who braved the Minnesota winter for the Super Bowl weren’t afraid of a little weather. Neither are we. Contact Sunrise Packaging today to design your brand activation kits!