Organizing a branded event is one of the best way to engage your customers. By creating a background for an event and telling stories through it, you have the opportunity to associate your brand with specific values and emotions in the customers’ mind. That is why special events allow you to build your brand equity and strengthen it. The overall form of an event depends on the purpose of the brand : implement your brand in a new market, increase your customers’ loyalty by creating an experience, change or strengthen your brand image…
On November 24th, KitKat opened a pop-up shop in South Africa where customers can digitally customize their own KitKat chocolate. With this event, KitKat just wants to reinforce its market share in the South African market that weighs 5 billion.
M&M’s decided to involve its customers in their decision making process by allowing them to choose the new flavour of the brand : crunchy raspberry, crunchy espresso or crunchy mint. Customers could vote online or go directly to a pop-up event in New York city where they were immersed different environments dedicated to each flavour. This event gives a friendly and involved approach for the customers and gives lot of credibility to M&M’s in their communication : the customer is part of the decision making and is thus more likely to be loyal to the brand.
Ferrero’s aim was to emphasize the premium quality of their products when they launch a tasting event in London. The gold and black environment and the simple dark environment embody the luxurious side of the brand.
Cited sources :
- Douglas Yu, "Nestlé to open KitKat pop-up store", Confectionery news, November 8th, 2018
- Olivier Nieburg, M&M’s Made a Magical, Interactive Pop-up Where Fans Vote for a New Crunchy Chocolate Flavor, Confectionery news, October 9th, 2016
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