Consumer Experience Athens

Reaffirming the brand’s commitment to celebrating the community, the experiential marketing approach began with the attendees themselves, greeted on entry by a team of immersive actors that immediately plunged guests into a spirit of interaction and brand exploration. Attendees were briefed on user-generated content, instantly making them part of the event narrative. While LED wristbands were distributed as a nod to the tech-forward nature of the event, it was this briefing that truly set the tone for the surprising set of activities ahead.

A bespoke platform allowed attendees to upload their engagement experiences, which were then displayed on a massive digital screen in a mosaic pattern on the main stage, enhancing the sense of collective brand experience. UGC images were collected, curated, and edited within a tight 90min period, giving the guests a sense of magic as they viewed their images on the main stage screens later in the evening. BRS developed a bespoke image-upload micro-site and database to capture the live photos the guests were taking.

Brand entertainment and top music acts formed the backbone of the evening’s live event activities. Notable artists graced various stages, including techno marching band MEUTE, who led attendees to a hidden gem: The main stage. Far from a makeshift setup, this was a full-scale festival stage offering one of electronica’s biggest names in a rare private performance. Think of Coachella on steroids and you get the idea.

As guests entered the main stage zone, their personal brand experiences were illuminated on a gigantic LED display, adding to the atmosphere of community unity and digital inclusion. DJ pioneer Echonomist played a set that provided the perfect musical branding for a night full of surprises, including a drone light show, pyrotechnics and plenty of surprises.

While personalized holographic glasses were distributed, their purpose was to enrich the brand atmosphere rather than to overtly brand it. The true highlight of the evening was a grand manifesto ceremony, a tribute not to the products but to the brand loyalists themselves, turning consumers into celebrated community members. A celebratory taste experience was distributed to 3,500 guests, and before commencing the headline act, the community shared a toast, a mouthwatering, popping sensation on the lips which ignited a realm of special effects around the area, taste transformed into an exterior, sonic and visual experience.

Complementing the multi-sensory experience was a culinary journey. A renowned star chef and a skilled mixologist provided a range of delightful flavours, making the event a full-bodied sensory experience. A laboratory of molecular inventions, focusing on tastes, colour and lending our brand’s key pillars gave guests an inquisitive insight into the science of flavour.

This wasn't just an event marketing activation; it was an experiential marketing experience tailor-made to align the needs of the brand’s loyal customer base with its key brand pillars. The Athens activation proves that interactive, immersive experiences go beyond mere consumer entertainment; they can be powerful mediums for building deep brand relationships and fostering long-term customer loyalty.