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Ways of thinking, ways of designing, ways of reimagining. 

Read industry musings from the Marble Creative Studios team. 


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Insights.

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Insights

With the rapid rise of podcasts, fans and content creators saw an opportunity to cement themselves as part of sport clubs’ communities. Making use of popular social media platforms such as YouTube and Twitch, creators started building their own online communities, with their favourite team the focal point of their content. Originally, these began as pre-match analysis videos and livestreams, watch alongs, and post-match reactions. Fans rushed to these channels after unlikely losses, or spectacular wins, to live in the moment virtually, celebrating collectively &#8211; or seek comfort in suffering together. 
These channels grew in popularity, with most top flight football teams having one or two figureheads leading their clubs’ online fanbase &#8211; and with this, comes the creation of online celebrities. One of the largest football fan channels to date &#8211; ‘The United Stand’ &#8211; is led by the online persona ‘Mark Goldbridge’, who cultivates experiences and opportunities for fans globally, all whilst simultaneously growing into stardom himself. Through his videos and matchday streams, fans who are unable to attend the big games still feel a part of the community, through live player match rating votings, and live chat opportunities. Historically, these fan channel communities have been known to lead to real club change, through protests and petitions. Whether it’s within the online fan community, or by the club themselves, fan channels give lovers of the game the chance to have their voices heard.

Fan Channels

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Fan channels have transitioned over time towards a more modern, real life format of content. Live streams remain popular, but fans want to feel more involved in the matchday experience. Channels and creators adapted to the desires of their communities, and began vlog-style real life interviews with fans outside the stadium. A prime example of this is exhibited by ‘Arsenal Fan TV’ &#8211; an icon in the Football YouTube industry. Post-game reactions began to blow up, with repeat fans becoming ambassadors for the channel. These interviews attracted fans with engaging personalities to express their emotions about their club. This expanded to the point where fans from other clubs would watch the interviews, just for entertainment, thus diversifying the community and growing their following. 
 
Beyond the humour factor &#8211; fan cams provided a face to the usernames. Now fans can really be involved, not only heightening their experiences on matchday, but also providing opportunities to promote their own personalities. Today, various fan channels have bred and fostered a host of influencers from the ground up. Passionate fans have become influencers, making a living from supporting their favourite team.

Fan Cams

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Major media outlets began to notice the rise of fan-made content, and quickly incorporated it into their own. The best example of this is within Sky Sports’ ‘The Overlap’ Podcast. Hosted by footballing legends Gary Neville, Roy Keane, Ian Wright, Jill Scott, and Jamie Carragher, the podcast alone brought insightful discussions surrounding their individual football experiences. With guests weekly such as Wayne Rooney, each episode offers a different perspective on the game we all love. But, with fan content increasing in popularity, Sky Sports needed to adapt, and so created ‘The Overlap Fan Debate’.
A unique concept, Sky gathered one fan per Premier League team into a room to discuss each other’s clubs before the new season started. Put simply &#8211; it was genius. Not only did it evoke interesting conversations &#8211; and arguments &#8211; it significantly elevated the buzz surrounding the up and coming season. Success was evident, through the fan debate becoming not only an annual event, but a much more frequent sub-series within the podcast, allowing different fans to experience football chat like no other with their favourite players. 
Through the creation of this concept, major media outlets certainly heightened the experiences for football fans, and allowed them to get involved with the debate.

Mainstream Media

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Fan created content has evolved over time, keeping up with the wants and needs of fanbases. This evolution signifies that what fans really crave are experiences &#8211; opportunities to be more involved with their club and community. Brand activations have a large part to play in this, with fan channels providing the chance to truly be involved with your team. 
Think about the inclusion of fan based content in your next sport brand activation, to elevate the experience and increase authentic involvement.
Want to plan your next sport activation? You’re in the right place…

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Fan-Created Content: Turning Sports Fans into Storytellers

Halloween events tap into a unique aspect of celebration. Whether it’s fright nights, haunted houses, or trick or treating, Halloween is a spectacle like no other, providing great opportunities for building connections with others in unusual ways. Take corporate gatherings &#8211; what are the aims? Employee engagement? Networking opportunities? Community building? Regardless, there are much better ways to achieve these goals than in a run of the mill corporate setting. Seasonal events allow authentic connections to be crafted, through enjoyable, real life experiences. Break the ice organically by attending a fright night, accessing emotions not stereotypically tied to the office setting. Theming your event around seasonal holidays such as Halloween can elevate it to the next level. 
 
Halloween offers more than just a corporate alternative however. Brands can increase their outreach and engagement through utilising typical activities associated with Halloween. Organised, ticketed trick or treatings with prizes for the highest collections, costume competitions, and haunted houses can attract diverse demographics. Branded decorations and sustainably sourced goodie bags on exit can enhance brand exposure, provide purpose, and heighten your seasonal event.
Some memorable Halloween events of the past have included Universal Studios’ <a href="https://universalparksblog.com/2023/08/01/universal-confirms-lineup-for-halloween-horror-nights-2023/" target="_blank" rel="noopener">Horror Nights</a>. Incorporating themed haunted houses with familiar storytelling elements, Universal Studios launched the Stranger Things Horror House in 2023, a nod to the popular Netflix series &#8211; in itself attracting a large fanbase. However, Halloween events don’t always need to be scary. Disney provided an alternative approach, targeting younger children and families with <a href="https://www.disneyworld.co.uk/entertainment/magic-kingdom/disneys-not-so-spooky-spectacular-fireworks/" target="_blank" rel="noopener">Mickey’s Not-So-Scary Halloween Party</a>, with a tamer firework display, hosted by a loveable Disney character. Seasonal events that tailor towards diverse audiences improve accessibility for a wider range of guests to attend.

Trick or Treat


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It’s never too early to start playing Christmas songs in the event industry. With Christmas right around the corner, it’s essential to appropriately plan out your festive event. Christmas provides opportunities for people to come together and celebrate, but it is easy to fall into the trap of a stereotypical Christmas party. Instead, it is important for brands to <a href="/creative-agency" target="_blank" rel="noopener">immerse their guests in an exciting experience</a>. Think giant Christmas trees with branded baubles, candy cane creation workshops, Christmas carol versions of your favourite songs playing in the background. The Christmas event industry is a space for innovation, and a successful event needs to go above and beyond expectations. 
Some top Christmas events in recent years include <a href="https://www.enchantchristmas.com/" target="_blank" rel="noopener">Enchant Christmas</a> in California, which featured an incredible light maze, while others such as <a href="https://www.thursford.com/christmas-spectacular/" target="_blank" rel="noopener">Thursford Christmas Spectacular</a> in Norfolk blended musical performances with light shows and variety acts. Events such as these stand out and leave their mark on guests, sparking a desire to return year after year.

Deck the Halls

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Regardless of the season &#8211; events need to attract guests. Seasonal events enable brands to evoke creativity in their outreach methods. Email campaigns, paid ads, event pages &#8211; these are all vital aspects of hosting an immersive seasonal experience. Don’t be afraid to <a href="/marketing-content" target="_blank" rel="noopener">break the restrictions of the norms for event advertising</a>. Integrate AI into your planning and collaborate with programs to enhance your creative capabilities. So how do you attract the audience? You need to stand out from the crowd. Provide concept imagery for the event online, encourage guest participation by letting attendees vote for their favourite Christmas carols, or host costume competitions. Creating an engaging experience will draw in all kinds of guests, and when such an experience is memorable &#8211; you spark an emotional connection, and bring brand loyalty to the forefront of the imagination. High production events are infamous for waste, so pair creativity with a planet considerate mindset and plan ahead for a zero-waste experience. <a href="/planet-sustainability" target="_blank" rel="noopener">Sustainability is key</a> in ensuring large scale events leave a positive impact and an impression on the world.

Attracting an Audience


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Seasonal events provide an opportunity for brands to express themselves in different ways &#8211; engaging with different demographics, providing alternative bonding experiences, and creating emotional connections. So next time you&#8217;re hosting one &#8211; think about neglecting the norm, and innovating with immersion. 
 
Want to collab on your next seasonal event?

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Quick tips on elevating your next Seasonal Event

Brands have collaborated with universities to release limited fashion collections. <a href="https://adidas.asu.edu/" target="_blank" rel="noopener">Adidas teamed up with Arizona State University</a> to incorporate its school spirit into branded athletic wear, forming a long-term partnership intending to promote the college lifestyle to a wider audience. American universities are not short of collaborations, with <a href="https://broadcastreporting.org/brands-in-college-sports/" target="_blank" rel="noopener">Nike and Under Armour</a> also key players in creating collegiate sportswear that can be worn on and off the pitch. Seasonal catalogue drops provide year-round wardrobe options, as well as enabling sharing opportunities on social media via new range pop-ups. People want to be the first to post their new gear online representing their team and certainly don’t want to be the only ones without it.
These campaigns expand the college exclusivity, creating a trend outside of college students alone. By collaborating with the globally leading sports universities, these campaigns help cement big names such as Nike, Adidas, and Under Armour as frontrunners in styles beyond functional sportswear.

1. College Collabs

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Keeping up with the latest trends is vital in ensuring fashion brands release clothing that people actually want. The rise of the ‘academia aesthetic’ is certainly not one to be ignored. Apps like Pinterest’s top searches often mirror the latest trends that the younger generation is looking to be inspired by, so it’s no surprise that ‘BookTok’ is growing increasingly popular. Paring brilliantly with the academic aesthetic, people want that nostalgic feeling more now than ever &#8211; who wouldn’t want to go back to those good old days?
A wide range of people love the college aesthetic, often for nostalgic reasons and personal ties to friends and good memories. Collegiate fashion undoubtedly facilitates emotional brand connections, which consequently evoke a sense of brand loyalty. When you can resonate with a brand, you feel part of something, you’re more than just a consumer.

2. Tapping into Academia Aesthetic

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What better way to approach the collegiate trend than to immerse consumers in the full campus experience? Travis Scott recently launched his apparel line <a href="https://www.uscannenbergmedia.com/2024/04/05/travis-scotts-multi-college-tour-ends-at-usc/" target="_blank" rel="noopener">‘Jack Goes Back to College’</a>, and toured it around various US universities, concluding at the University of Southern California. Attracting both students and those outside of education, this tour perfectly demonstrated how to showcase the collegiate style, while also providing meet-and-greet opportunities, resulting in high social media exposure.
Limited-time pop-ups ooze exclusivity, and some other brands have also made the most of this. Urban Outfitters launched their ‘Shift happens’ campaign in July, with a seasonal back-to-school theme aimed at reaching out to Gen Z and inspiring their fashion choices. By hosting on-campus pop-ups paired with digital campaigns, brands are covering more touchpoints, creating memorable experiences and building long-lasting relationships.

3. Campus Catwalks


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Collegiate fashion offers a lifestyle that blends youth culture, pride, and street-savvy fashion. The rise of this trend signals a larger shift in how fashion brands are rethinking their strategies to build community-driven, emotionally-charged campaigns.
Planning your next fashion brand activation?

THE RE:SET LAB

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The Power of Experiential Marketing in Collegiate Fashion’s Comeback

One of the most exciting ways to use <a href="/food-beverage-brand-activations">global flavours in experiential marketing</a> is by immersing diners in the culture behind the cuisine. This goes beyond serving international dishes &#8211; it’s about <a href="/design-build">creating an environment</a> where guests feel like they’ve been transported to another part of the world. Think of it as a culinary passport.
For example, a Mexican food brand could recreate the lively atmosphere of a traditional Mexican market, complete with authentic street vendors, vibrant décor, and live music. Or a Japanese restaurant might offer an immersive sake tasting experience, guiding diners through the cultural history of the drink while sampling different varieties. By combining food with cultural storytelling, brands create memorable, authentic experiences that connect with their audience on a deeper level.
Foodies are always looking for the next big trend. Incorporating global flavours into experiential marketing allows brands to offer something fresh and exciting that stands out in a crowded market.

1. Cultural Immersion: Bringing Global Traditions to Life

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Imad Syrian Kitchen

<a href="/case-studies/food-and-beverage-pop-ups">Pop-up restaurants</a> have become a popular experiential marketing tool for brands looking to showcase global flavours. These temporary dining experiences can be designed to highlight the street food culture of specific countries, giving customers a taste of authentic, local cuisine from across the world.
For example, a Thai pop-up could bring the energy and flavour of Bangkok’s famous street food markets to the streets of London, offering dishes like spicy papaya salad and grilled skewers. These kinds of pop-ups not only introduce diners to new and exciting flavours but also create a sense of exclusivity and excitement around the brand activation.
The flexibility of pop-up restaurants also allows brands to test out different global menus, explore diverse themes, and engage with different audience demographics. In an increasingly diverse food scene, offering a taste of the world through pop-ups is a brilliant way to stand out and attract curious, adventurous eaters.

2. Pop-Up Restaurants: Bringing Global Street Food to Local Streets

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Food and beverage pop up

Experiential marketing thrives on interaction, and one of the best ways to bring global flavours to life is by offering hands-on cooking experiences. Inviting customers to step into the kitchen and learn how to make authentic global dishes gives them a deeper connection to the cuisine and the culture behind it.
For example, a brand could host a pasta-making class where guests learn the art of Italian cooking from a real Italian chef. Or a Korean BBQ brand could invite customers to try their hand at grilling meats and vegetables, just as it’s done in traditional Korean dining. These interactive experiences create lasting memories and give customers skills they can take home, making the brand activation not only engaging but also educational.
Cooking classes and food experiences are on the rise, offering interactive opportunities to explore global cuisine allows brands to build stronger relationships with their audience. These experiences encourage guests to share their culinary journey online, <a href="/marketing-content">generating organic buzz and word-of-mouth marketing</a>.

3. Interactive Cooking Experiences: Learn to Cook Global Dishes

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Butternut Box bowl

Global flavours have the power to turn a simple meal into a full sensory experience. By incorporating these flavours into experiential marketing strategies, brands can create immersive dining experiences that engage and inspire. From cultural pop-ups to interactive cooking classes, dining beyond borders opens up endless possibilities for food and beverage brands to create meaningful, <a href="/">memorable brand activations</a>.
Adventurous palates are always searching for the next culinary discovery. Using global flavours in your marketing strategy is a great way to stand out, excite, and build lasting connections. Ready to take your diners on a journey across the globe? The world is at your table.

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International Women's Day

Dining Beyond Borders: How Global Flavors Shape Experiential Marketing Strategies

No advert is more anticipated than British department store John Lewis. Ever since the brand’s 2011 ‘The Long Wait’ ad which saw a young boy counting down to Christmas to give a gift to his mum and dad on the big day, the brand’s festive commercial is always long awaited and dissected on social media. Subsequently, the brand has become synonymous with Christmas. John Lewis’ started seeing success with their Christmas TV ads when they switched from selling to storytelling and focused on creating a feeling that people resonate with, typically celebrating the non commercial side of Christmas that is about family, connection and togetherness.
Other brands that have chosen the emotive route have also seen similar success in this space. For example, H&amp;M’s 2016 advert directed by Wes Anderson in which a train conductor played by Adrien Brody orchestrates an impromptu Christmas celebration when a train faces delays taps into universal desire for kindness and community. While in 2023, Ikea Canada’s ‘Take a Holiday from the Holidays’ shows people escaping the celebrations in various bedrooms and bathrooms, tapping into the widely felt sense of overwhelm at Christmas and a clever antidote to the often saccharine messaging during this period.

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Beyond TV and the online space, successful IRL Christmas campaigns also take a similar approach. Airline KLM’s 2016 ‘Bonding Buffet’ campaign saw a table placed 4.5 metres in the air in the departure lounge at Amsterdam airport, only to be lowered when 20 solo travellers took a seat to enjoy their Christmas lunch together. The heartwarming campaign subsequently reached over 100 million people online. Cadbury’s ongoing Secret Santa Postal Service evokes a similar message. Empathizing with the fact that lots of people don’t have huge funds to spend at Christmas, Cadbury curated an initiative where people could send free chocolate, in secret, from a digital poster. Last year there were over 200 digital posters around the country and 150,000 chocolate bars were sent in secret while they also partnered with The Trussell Trust to donate chocolate to over 200 food banks to reinforce this messaging further. 
This approach to bring people together was also well excited by supermarket chain Asda in 2023 when they followed up their TV advert starring Michael Bublé with a Bublé themed karaoke-powered Christmas tree at London&#8217;s Kings Cross Station. The 20-foot-tall tree lit up in response to individuals singing Michael Bublé songs into a microphone creating interactive, joyous and memorable moments between friends. While the activation didn’t bring people into the store itself, it created strong associations with the brand which was accentuated with participants receiving free Asda Christmas treats.

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<a href="/work" target="_blank" rel="noopener">Creating activations</a> in store or via pop-up shops can also be hugely valuable for brands, especially over Christmas when footfall is higher generally as people make shopping an occasion in itself. A <a href="https://www.businessinsider.com/pop-up-shops-are-an-effective-retail-tactic-2019-6" target="_blank" rel="noopener">Google survey</a> found brands that had experimented with pop-ups, reported a 46% increase in sales, a 51% rise in market visibility, 66% greater brand awareness, and a 46% spike in social-media engagement compared to when they didn’t have a pop-up. Similarly, a survey from <a href="https://www.businessinsider.com/pop-up-shops-are-an-effective-retail-tactic-2019-6" target="_blank" rel="noopener">Storefront</a> found that worldwide, 80% of  retail companies that have opened a pop-up store said it was successful and 58% are likely to use the tactic again. 
For instance, Iceland’s 2018 Shopping on Ice campaign saw the brand creating the world’s first in-store ice rink in Stratford, London. The store was refitted with 250 square metres of synthetic ice allowing families to shop and skate. 500 families skated on the rink and the campaign instigated over 50 pieces of news coverage bringing festive cheer, building brand awareness and boosting sales. In a similar vein, bath and body brand Lush created excitement in store for the 2023 Christmas period when it launched the Lush Christmas Grotto in its Liverpool shop. The interactive experience with maze-like rooms inspired by Lush favourites enticed people with bath bomb workshops and gifts from Santa creating joyous moments between shoppers.

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While these successful Christmas campaigns vary in their scale and budget, the thread that runs through all of them is creating a sense of connection. If you can make people feel that, especially during the festive period, you are onto a winner.
If you’re planning a Christmas event activation, get in touch, we are full of ideas of how to get that connection with customer you’re searching for.

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The Magic of a Successful Christmas Campaign

Sports fans are some of the most passionate and loyal people out there. Whether it’s cheering their team on from the stands, religiously watching match highlights, or proudly sporting their team’s colours, sports are deeply emotional. When brands tap into that passion through well-planned brand activations, the results can be electric.
The secret behind brand activation driving loyalty lies in the <a href="/work">memorable moments</a> it creates. Sports brands can no longer rely solely on performance or style to keep customers coming back. To create long-term loyalty, they need to give fans something that sticks with them emotionally—whether that’s an unforgettable experience at a match, an opportunity to meet their sporting idols, or an <a href="/design-build">exclusive event</a> just for loyal customers.

The Power of Emotional Connections

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Sports fans love to share their experiences, especially when they’re unique and exciting. If someone gets to take part in an exclusive brand activation, whether it’s meeting a pro athlete or getting early access to limited-edition gear, you can bet they’re going to be talking about it &#8211; and posting it all over social media.
For example, Puma’s collaborations with football clubs like Manchester City involve limited-edition merchandise drops at pop-up locations, which often create buzz and excitement among fans. By blending exclusive access, social sharing opportunities, and engaging content, these brand activations elevate Puma above other competitors simply trying to push products via ads.
By turning fans into brand ambassadors, sports brands can create a ripple effect that expands their reach far beyond the people who attended the activation. And when people start sharing their positive experiences, it doesn’t just boost awareness; it reinforces the loyalty of those who were part of the experience and sparks interest in others who missed out.

From Fans to Brand Ambassadors

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Brand activations are also a fantastic way to build a community around your brand. Sports at their core, are about the collective. Whether it’s playing 5-a-side with your friends at the park, or joining millions globally to support your team, people want to be a part of something. Activations that bring fans together create shared experiences that <a href="/expertise">strengthen the connection</a> between the brand and its audience.
Take Adidas’ &#8220;Tango League&#8221; as an example. The brand created a global, street football competition that allowed young players to show off their skills while wearing Adidas gear. But it wasn’t just about selling boots or kits; it was about building a movement of young footballers who now associate their journey with the Adidas brand. By providing a platform for these players, Adidas fostered loyalty by aligning itself with a community that shares a deep love for the sport.

Building a Community Around Your Brand

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Padel player

In a world where fans crave connection, brand activation is the ultimate tool for sports brands looking to build loyalty. It’s not just about getting a product into a customer’s hands; it’s about creating a shared experience that makes them feel part of something bigger. So, whether you’re a global sports giant or a local brand, remember that the most powerful way to win loyalty is by engaging fans on a personal, emotional level &#8211; through unforgettable <a href="/sports-wellness-brand-activation">sports brand activations</a> that leave a lasting impression.

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A quick scan of the programming of past &amp; upcoming beauty shows confirms content is evolving beyond solely product masterclasses. Curated speaker line ups now focus on all aspects of lives from tackling the world of work and burnout, where <a href="https://www.stylist.co.uk/stylist-live/stylist-live-2023-sunday-schedule/834319" target="_blank" rel="noopener">Stylist Live 2023</a> dedicated an entire stage to Google Work Life, to the likes of the <a href="https://www.allbrightcollective.com/edit/articles/introducing-allbrights-live-well-summer-festival-2024" target="_blank" rel="noopener">Allbright Step Forward Summit</a> earlier this year which Marble brought to life, where speakers included Ai Editors, Psychologists, Nutritionists, Self Love Authors &amp; Hypnotherapists. Against a backdrop of professional beauty &amp; wellness expertise now being a Tik Tok search away, and growing trends such as the rise of <a href="https://www.traackr.com/blog/unsexy-products-beauty-influencer-marketing" target="_blank" rel="noopener">&#8216;unsexy products&#8217;</a> which shows consumers are more tuned in to decipher for themselves products based on their ingredients &amp; efficacy, it’s more important than ever for content to be exclusive, unmissable &amp; future focused.

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While content is evolving, it goes without saying that the audience of consumer beauty shows has also evolved. Longevity is one of the key beauty &amp; wellness trends for 2024 with consumer interest being <a href="https://www.harpersbazaar.com/uk/beauty/a46114525/2024-beauty-trends/" target="_blank" rel="noopener">multi generational</a>. A clear example of this is the success of the Current Body LED light therapy mask promising a reduction in visible signs of ageing, a current influencer favourite. Although most products are marketed towards 20-25 year olds, industry reports show there will be a shift of products being made for the 40 to 50 age group specifically, as well as technology being able to <a href="https://www.businessoffashion.com/articles/beauty/the-beauty-trends-shaping-the-future-of-the-beauty-cosmetics-wellness-industry-from-cosmoprof-worldwide-2024/" target="_blank" rel="noopener">provide highly personalised information</a>, such as rings showing your step goal has been reached, as well as if you have put on enough sun cream. Against this landscape, the <a href="https://www.mintel.com/insights/beauty-and-personal-care/uk-cosmetic-trends/" target="_blank" rel="noopener">introduction of tech into consumer beauty shows</a>, particularly into VIP lounges, provide a unique opportunity for engaging the “ageing well” population, leaving attendees &amp; tastemakers with a rich &amp; personalised ROI to last beyond the contents of their goody bags.

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For over a decade, Marble Creative Studios have handpicked speakers &amp; <a href="/work" target="_blank" rel="noopener">curated programmes</a> in house, and have brought to life production for some of the UKs most iconic consumer beauty shows including Good Housekeeping Live, with production underway for Good Housekeeping Live with Country Living show this November. Across an ever evolving landscape, there are unlimited opportunities to push forward &amp; create new ways to engage beauty lovers, from spotlighting particular communities, demonstrated by the hugely successful Beauty Beat, the UK’s only luxury beauty show for women of colour; to exploring how to create new content creation opportunities for the ageing well population &amp; gen-alpha; challenging traditional venues; to casting a sustainable lens across shows such as pre selecting goody bag contents to mitigate waste.

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Get in touch about your next beauty event

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The Evolving Landscape of Consumer Beauty Shows

Augmented reality has changed the sports industry and improved the matchday experience immensely. One of the best examples of AR in action is through its application in the NFL. 
Whether attending the game, or enjoying at home, the NFL’s AR technology allows the fan to be part of the match. Scan the pitch for your favourite player to see their live statistics, put yourself in the eyes of the coach &#8211; and argue why you’d be a better one &#8211; with interactive touchline cameras, and compete against your friends with minigames during the breaks &#8211; the use of AR in the NFL keeps fans engaged on matchday. Try before you buy merchandise photography and custom themed filters also encourage fans to show off their style on social media, resulting in increased exposure. Play by play replays allow fans to relive the special moments, as soon as they happen, elevating their matchday experience.

 1. Real Time Immersion


Gamification is an accessible method for increasing fan engagement within the sports industry. Allowing fans to play their own way invites elements of competition, evokes pre-match anticipation, and enhances the excitement of the goal, try, or touchdown. 
Sports brands have commonly made use of ‘Fantasy’ games, whereby the fan selects a draft of players within a predetermined budget to build a team, competing globally against others to see who scores highest &#8211; and gets the bragging rights in the group chat. Restrictions within the rules require players to field diverse squads, ensuring coverage across all fixtures on a matchday. This requirement widens the player’s attention, spreading their excitement over multiple matches, ones which otherwise they might not have tuned in to.

 2. Play Your Way


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The Paris Olympics was a spectacle. Publicity galore from the second the torch was lit at the opening ceremony to the final hurdle jumped, Paris 2024 certainly didn’t lack in creating an unforgettable fan experience. One of the most notable instances were the Olympic fan zones. 
Located across the country, these fan zones set out to provide a collective opportunity to experience the spirit of the games. Providing live screenings, athlete meet and greets, and sports demonstrations, families and friends were invited to celebrate the culture of France and become part of the Olympic Games, sharing their memories online, surrounding the event with an organic buzz.

 3. Get Involved


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Marble Creative Studios don’t hold back when it comes to creating immersive matchday experiences. Aligned with the fanzones of Paris 2024, we stride to make <a href="/work" target="_blank" rel="noopener">our events</a> exciting, engaging, and inclusive. Here are some concepts we came up with for elevating an international rugby tournament:
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<li style="font-weight: 400;" aria-level="1">A giant inflatable obstacle course &#8211; what better way to stretch those legs and loosen up after travelling to the game than to test your agility amongst your friends and family?</li>
<li style="font-weight: 400;" aria-level="1">Food markets &#8211; Experience international culture through experimenting with taste. Get to know your opposition’s cuisine, or just boast about your own.</li>
<li style="font-weight: 400;" aria-level="1">Social Media Moments &#8211; Let your friends know where you are! Photo opportunities with impressive backdrops, sculptures, and attractions.</li>
<li style="font-weight: 400;" aria-level="1">Performance stage &#8211; Enjoy live music from a range of artists pre and post match. Listen to your favourites and explore new avenues of music. Express yourself!</li>
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 4. Innovating Fan Experience - Our Work


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Experiential marketing in the sports industry heightens the thrill of the matchday. Involvement, immersion, and engagement &#8211; fans want to feel like they’re part of the game and share their experiences. 
Marble Creative Studios innovate the experiential marketing space in sport, fashion, hospitality, and more… Why not get in touch about your next event?

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Collaborations start to feel exciting when they enable an otherwise &#8220;out of reach&#8221; luxury brand democratically accessible &#8211; think <a href="https://www.jwanderson.com/gb/collaborations/uniqlo" target="_blank" rel="noopener">JW Anderson for Uniqlo</a>, <a href="https://gb.balmain.com/en/experience/balmain-x-hm" target="_blank" rel="noopener">Balmain for H&amp;M</a> or Swatch&#8217;s <a href="https://www.swatch.com/en-gb/bioceramic-moonswatch-collection/bioceramic-moonswatch.html" target="_blank" rel="noopener">limited edition watch series</a> with Omega, celebrating not only the moon landings and the watch Armstrong and co wore, but a host of mythical missions to other planets &#8211; Mission to Pluto, Mission to Jupiter, Mission to Mars, Mission to Neptune, mission to infinity and beyond. Good collaborations have serious commercial legs!
Of course, a collaboration can also build ethical credibility to an industry regarded as superficial and conceited. Kenzo&#8217;s big cat made its way onto a range of low &#8211; cost t-shirts made to promote the work of the WWF in the protection of endangered real big cats.
But the right collaboration can bring a sense of real meaningful magic, giving the otherwise unheard views and provocations of one collaborator, through the work and medium of the other, the opportunity to be seen and enjoyed. Back in 2017, designer Raf Simons, working with the Robert Mapplethorpe Foundation, gave the late photographers&#8217; ideas <a href="https://www.momu.be/en/magazine/collection-presentation-raf-simons-robert-mapplethorpe" target="_blank" rel="noopener">a platform for discussion</a>. Mapplethorpe bravely challenged gender stereotypes and controversially celebrated erotic practices like BDSM. But Simons didn&#8217;t make garments with printed Mapplethorpe images, but literally built Mapplethorpe&#8217;s values and sensibilities into the very fabric and structure of his garments. Garments became art, art became garments.

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Collaborators, in sharing a certain something &#8211; overt or nuanced &#8211; cross cultures, geographies, disciplines and generations. Each brings something distinct and special to the relationship, that when united, creates an object or experience that becomes far greater and deeper than the sum of its paring parts. Collaborations show us the beauty and the magic in tensions. Not as &#8216;oil and water&#8217; incongruous mash-ups, but colliding worlds that offer beautiful new alternatives and perspectives. And perhaps most critically, in doing so they encourage us fresh synaptic connections. They give us a glimmer of what can be realised when we share (the risk and the reward), innovate, cross-pollinate and tango together.
But it runs deeper than mere fashion and lifestyle branding. There&#8217;s a strong argument to suggest that collaborations, if not exactly changing the world, certainly played a critical role in the evolution of modern culture.

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We can bravely say that &#8216;dynamic duos&#8217; have changed the world. But only when there&#8217;s mutual admiration and co-dependency. (Were talking fiction now, but Batman would never share the glory with his side-kick Robin and Sherlock&#8217;s ego would also prevent Dr Watson being a real partner in the business.) Its probably why Lennon and McCartney is generally regarded as the greatest creative collaboration of all time. (Elton and Bernie will no doubt protest). John&#8217;s edgy attitude and sometimes philosophical lyricism, combined with Paul&#8217;s crowd-pleasing and exuberant musicality. Both bringing a quality the other couldn&#8217;t. A tension par excellence. The solo work of both post Beatles feels two dimensional compared to the timeless magic that happened between 1960 and 1970. Like we said, great collaborations have serious legs.

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Things Dan likes: The Beauty in Cool Collaboration

TikTok has become an obvious tool in promoting events for a number of reasons. Firstly, TikTok’s video format showcases events in a captivating and convincing style. Whether it’s teaser videos, behind-the-scenes action or IRL audience reactions, TikTok is arguably the best app for showing this content in a dynamic way. TikTok is often seen as the more ‘real’ social media platform, especially in comparison to the shiny highlights reel of Instagram, which provides a platform to promote events more authentically, whether answering follower questions or providing real-time updates. By building audiences more organically, brands can foster closer connections which can lead to more engagement and subsequently event attendance and sales.
Secondly, TikTok can be used by brands big and small to promote their events successfully. With TikTok’s algorithm based on the success of individual posts not overall follower count, any content that resonates can go far. This sentiment feels even more pressing with discussions around engagement on Instagram dropping amidst claims more than half of content viewed is recommended by AI. Thirdly, the other big factor is TikTok’s audience, which is largely a youthful user base who are often the ones that event organisers are looking to target.

Capturing Authenticity

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When it comes to <a href="/marketing-content" target="_blank" rel="noopener">event promotion</a>, for any brand wanting to target younger millennials or Gen Z, TikTok can’t be skipped. By using TikTok as a promotion tool for events, brands can tap into ready made communities such as #booktok #mentalhealthtok or #sustainabilitytok. While it may sometimes seem counterintuitive to sing the praises of the offline world in an online space, TikTok helps brands reach digital native audiences who are keen for opportunities to form community IRL born out of connections formed online.
TikTok’s role as a sales platform for events was given a boost earlier this summer when global self-service ticketing platform Eventbrite announced a new partnership. The collaboration makes the process of promoting Eventbrite events on TikTok a seamless one with TikTok users able to add event links to posts. For users, it’s easier than ever to buy tickets without leaving the app. This new function comes shortly after the introduction of Eventbrite’s Share on Social feature, where creators can post directly to TikTok from Eventbrite. As these platforms become increasingly integrated, we are likely to see more cross-promotion and TikTok becoming even more popular for event hosts as a means of marketing successfully.

Transforming Communities & Event Accessibility

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Beyond the ticket sales themselves, businesses are also increasingly using TikTok in an ongoing way to showcase their events amidst a wider brand-building strategy. This was most evident at the Paris Olympics this summer which was dubbed the first TikTok Olympics. While the games have long relied on being seen on TV, this time around both the Olympic organising committee itself and brands targeting Olympic viewers had to think about how to market on TikTok. Across the board, many adopted this strategy reaffirming TikTok’s importance. For example, Team Great Britain appointed TikTok as an official partner to help their athletes to connect with new audiences and grow their fanbase while Team Canada and brand partner Lululemon chose to first drop their Paris 2024 kits on the platform.
The design of events themselves is also shifting to take into consideration how it will end up on TikTok. We all remember when in the early days of Instagram, brands started creating &#8216;grammable&#8217; backdrops to snap a photo in front or photogenic cakes to document for upcoming posts. It’s a trend that has never really died but one that has evolved with the changing demands of social media. With video-led TikTok, brands have to always think about how their events will translate into video and with that, create enticing video-ready opportunities that TikTok users will want to capture.

Showcasing the Extraordinary

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As always, keeping agile and current is always going to be key when maximising the most of social media. We can’t predict what trends will go viral next on TikTok but we know for sure, it’s influence is well and truly here to stay.
Need help planning or promoting a TikTok-worthy event or campaign?

Insights.

Ways of thinking, ways of designing, ways of reimagining. Read industry musings from the Marble Creative Studios team.

Ways of thinking, ways of designing, ways of reimagining.

Read industry musings from the Marble Creative Studios team.