How brands can tap the desire for live experiences

This event report examines the ways in which brands can leverage live experiences and looks at ways to address the scarcity of live events.

How brands can tap the desire for live experiences

Brian CarruthersWarc

Consumers, and especially Millennials, are reported to be more interested in experiences than in things - "living not having" - making this a potentially fruitful area of endeavour for brands. And consider this statistic: 400 hours of video are uploaded to YouTube every minute. As Adam Butters, planning director at Frukt, observed at Advertising Week Europe, held in London in April 2016, the internet isn't about to run short of funny animal videos any time soon. In contrast, "live experiences are still a scarce commodity" and that scarcity...

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