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Why Live Events are Increasingly Important to Brands like Vodafone UK

Why Live Events are Increasingly Important to Brands like Vodafone UK

Insights on the importance of brand experiences that engage and excite

We recently had the opportunity have a chat with Dan Underwood, Brand Manager Sponsorships and Partnerships at Vodafone UK. Dan shared with us how the company draws on live events to engage audiences, and looks at the future of the growing medium.

Q. How integral are live events to Vodafone UK’s overall marketing strategy?  

Live events have always been in the brand’s DNA, and they continue to form an important part of our engagement marketing. We recognise the need to ensure that our brand exists in front of consumers while they do what they love, at events such as Capital’s Summertime Ball at Wembley Stadium.

Q. When it comes to differentiating the Vodafone UK brand from its competitors, how effective are brand experiences when compared to other marketing channels?

Differentiation is critical in the telecoms marketplace as it is extremely competitive—perhaps more so than it has ever been. However, there are many methods that can be applied to stand out from the crowd.  

Certainly experience marketing is a growth area for all brands as it can be a very effective and memorable way for them to reach new audiences and challenge perceptions.

Q. What changes do you see in the way businesses are approaching experiential marketing?

It feels like an exciting time for experiential marketing, as consumers crave live experiences more than ever, and they are accepting brands at these events too.

Alongside digital and social this can open up great opportunities for more creativity in this area. I am seeing it being included in more agency briefs.

Q. Where do you see the future of brand experience? Are there any key trends we should be mindful of?

For me, it’s about continued personalisation and VIP experiences–the expectation now is that all consumers are searching for the next big thing, their own unique event or branded experience to share and brag about on social media.

Q. What’s your favourite Vodafone event that you’ve worked on, and why?

Some of the events with F1 team McLaren, but most recently it has to be the activation of Capital’s Summertime Ball with the Vodafone Future Breakers Live space.

Q. What’s coming up for Vodafone UK from a live events perspective?

We have some exciting new music events that we are looking to launch later this year, however we can’t share any more details than that just yet.

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