I want to see REAL people at REAL events…
Controversial opinion: I’m TIRED of seeing AR flowers on Big Ben, mascara on the Underground, and God knows what floating down the Thames… But I’m not tired of seeing real people, at real events.
In a world consumed by Augmented Reality stunts and AI activations - experiential marketing is at its peak. From festivals, to marathons, to nights out, people pressing record and capturing their attendance at huge events are constantly shared; 97% of those who attend an event will post a photo or video to social media.
So, how can brands and creators ‘get it?’ in this space on social media.
A true role model in the ability to harness community and create ‘real’ FOMO content is Fred Again. If you don’t know who he is, he's an extremely authentic and talented music artist in the House scene, and pivotal at music events worldwide. The way he’s used social media to capture the hearts of fans and the industry is special - and a BRILLIANT marketing tactic and has effortlessly propelled his brand strategy.
Here’s 3 key reasons Fred Again just nails it, again and again and again and again…
COMMUNITY
Front of mind in everything he does. Always. Fred’s fans on social media respond, interact, and more importantly create their own content off the back of his success. He acknowledges this wholeheartedly and creates his content towards sparking their love and interaction. Above, you’ll see an example of his stories - super simple, super effective with the goal to promote his shows out in Sydney.
VIRALITY
Content of Fred seems to go viral - and we don’t mean that lightly. His Boiler Room set has over 32M views on Youtube - HUGE stats that cannot be ignored. He uses this to his advantage, creating videos of his sets and even sneak-peaks of new tracks to ride the success of his shows. This ‘first release’ content engages fans and also cooks up a media storm while giving fans what they want - to feel part of something exclusive.
AUTHENTICITY
Throughout his social media content, Fred is unapologetically himself. His personality is never lost at the expense of good content, it enriches it. This leads to a strong ‘brand voice’ and everyone knowing what to expect from him, without any pressure on him to be perfect all the time. This goes a long way in maintaining engagement and driving a huge 5.78% ERF.
So, what can brands, across all sectors, learn from Fred?
Don’t over complicate things. Simple content is both easy to make, and understand.
Humans win every time. Don’t go to AR just because it’s trendy. The power of human connection is unmatched.
Be unapologetically ‘you’. It’s not worth losing your brand voice or persona at the expense of trends or trying to be viral. Authenticity wins every time.
At Wilderness, we offer strategic frameworks and live event capture with fans, for fans. We can’t say we did Fred’s socials - but we could make yours just as exciting.
Get in touch here to find out how we can help you.
