More Brands Get Students Flocking To App Inspired Events

In Trends

App inspired events are catching on and brands have youth honing in to catch the latest happenings to attend and view the latest products to buy. Looking at international examples like Ginder, a gin and Tinder mashup event, and SA brands like Nike, Starbucks and Heineken that got it right to use apps to boost their events, we discuss how brands use apps to boost youth participation.

What Is An App Inspired Event

From managing aspects of their events via the apps to getting Afrillennial™ feet through their doors, brands are finding ways of using apps creatively to pursue the youth market around the world with a growing prevalence of this tactic spreading to most events. App inspired events can be events based on the concept of an app where certain aspects of it gets used in the composition of the experience. Attendees might need to set up a profile to get a free drink upon entry or do a quiz to access a VIP experience.

Another example of an app inspired event is simply using apps effectively to attract the youth to branded events. These events are a great avenue for brands to connect with youth in a language they understand. Let’s take a look at some local and international app inspired events.

The Ginder Experience

The first example of a brand that got it right at an international event is A World Of Gin. They held a drink matchmaking pop-up event recently known as Ginder that took place in Bethnal Green, London, England. With over 250 gin brands available in the UK, 20 different tonic and hundreds of possible garnishes, finding a perfect G&T can be a mean feat these days. Ginder was created to solve this problem. The event was a real life spin off of the popular dating app Tinder, and used the app’s iconic swipe action to help Gin lovers flip through and match with their favourite drinks.

Nike + Running Community

Coming with iPhone as a standard featured app, and available to android users, the Nike + Running app cemented itself into a community of runners that unite every so often to share their running goals and experiences. It’s like being invited to a running party only you don’t need to be with your community. The users connect by comparing their experiences and bragging with screen grabs of their latest running victories.

With Nike running events runners unite Screen grab trend screengrab finishing your 5km. Sharing info and all using the app. Invited to a running party but don’t need to be with people.

Champion The Match With Heineken

Ahead of the UEFA Champions League games, Heineken created the Tre-Ze-Guet excuse express campaign to get young people ready to make any excuse to watch the game. Heineken coyly used Trezeguet in an add campaign that showed the famous player coming up with brilliant excuses for people to get off work and watch the game. This campaign was promoted on social media platforms motivating Afrillennials to think of everything in finding a way to team up and tune in. Running a further social media count down alongside the engaging content, Heineken really got students talking about how they love the brand.

 

Starbucks SA Launch

Starbucks recently used Snapchat to showcase its launch and get feet in store. With celebrities and other guests having a sneak peak the night before the official opening, Afrillennials had a very healthy dose of FOMO and ended up qeueing at the doors since early hours of the morning.  The social media hype had students Tweeting #meetmeatStarbucks which of course attracted even more people.

Starbucks is no stranger to swinging app success their way. The brand also launched a special keyboard with Starbucks emoji’s to help coffee lovers brag and add some fun to their Starbucks experience.

Why Brands Should Be Appier

Apps give students a new way to taste your brand. Even though it may seem like the youth market is bombarded with apps, it doesn’t mean your brand can’t use what already exists to create an amazing experience for your younger audience. On the other hand a unique experience like Starbucks’ emoji’s go to show sometimes it’s warranted. Brands need to embrace apps in their marketing strategies to entice the youth market in a language they understand and are exposed to every day. Students spend most of their day on their mobile, making it the place to make your brand appearance. If your brand actively inserts itself into the youth’s life, students will do the same for brands.