The 'Surprise and Delight' Phenomenon


In an era of technology where your primary interaction with a brand is through your screen, there is a growing demand for real life situations. This has changed the way marketers entice and satisfy their customers. Enter the 'surprise and delight' phase of marketing, also known as experiential marketing.


What is experiential marketing?

It is live, interactive, hands-on, tangible branding and is a chance for a company to give their consumers an experience that is real. As traditional marketing techniques become less relevant, there is room for more modern marketing like experiential marketing.

Why experiential marketing?

People, especially millennials, want one of a kind experiences and they want to share that experience with their friends and followers. There’s even a term for it, “Do it for the gram.” According to Event Marketing Institute, 98% of consumers create digital or social content at branded experience events and 100% of them share that content. This shows that when consumers get a chance to interact with a brand they end up sharing their experience with others. As you can see, there is an avalanche effect that experiential marketing can have on a brand. It allows a brand to have a lasting impression on consumers, which leads to brand loyalty, and provides an opportunity for a company to serve up product knowledge.


With the growing need for experiential marketing, brands are continually trying to find new and exciting ways to attracted and maintain their customers. Music and music artist influencers are the answer. One of a kind interactive booths at music festivals, pop up parking lot concerts, or opportunities to win a trip to meet an artist are some of the ways that brands are differentiating themselves from their competitors.


Swisher Sweets came to Taillight with a desire to surprise their consumers with the music they love. The brand already has a close tie to the R&B genre and has been name-dropped by artists in hundreds of hip-hop songs. Their plan was to capitalize on that connection, but how? The result was 6 pop up concerts around the nation that were produced by Taillight and Think Media which included some of the hottest names in hip-hop alongside local artists on the verge of blowing up. These concerts gave them a direct connect to their consumers while gathering content that could be utilized throughout the year. 90 pieces of content were delivered which ranged from snackable videos for social media, to episodes with full song performances and personal interviews.

The project was so successful that it resulted in a two year campaign with additional concerts and captured content. At recent sold out shows in Philadelphia and Detroit, Swisher Sweets delighted audiences with performances from artist influencers, Machine Gun Kelly and Fetty Wap. The last show of the year, located in New Orleans in a couple weeks will include both artists, and is sure to be a crowd-pleaser.

Only 35% of brands say they capture or create content related to their experiential marketing programs, which means 65% of brands are missing an opportunity to repackage and share the experiences they create for their consumers. This is a huge opportunity for brands to capitalize on content gathered from event marketing experiences. Marketers realize this is a problem so they plan to promote more social sharing and video capture as part of their experiential marketing content strategies in the future. The good news is, Taillight can help. With 20 years of experience in media production, music industry connections, and proven success with creating one of a kind experiences, Taillight can produce the event and capture the content for all your music experience branding needs.


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