How to create a buzz-worthy product launch event
The way marketers present a product to their target audience – key influencers, members of press, or direct consumers – is extremely important as the first experience with the product. When done in an unconventional and innovative style, a product launch event provides context, builds relationship, and communicates brand and product values. Here are four creative ideas for product launch events that incorporate live entertainment performances.
1. BUILD AN ILLUSION
Modern projection mapping, holographic and other multimedia technologies can create an illusory world where everything is possible. When combined with a live performance, this is a powerful solution for product launch events that easily gets people hyped for a product. For example, Fiat partnered with the renowned magician to unveil the new Fiat 500X by creating a unique live performance that blended boundaries between illusion and technology.
2. CHANGE A VIEW
To make a live entertainment performance truly unique for a certain product launch event, products can be incorporated directly into the show. Target launched their new fall ad campaign with an aerial acrobatic performance on a vertical wall designed to depict an apartment featuring furniture from the store as seen from a birds eye view.
3. LOOK FROM A DIFFERENT ANGLE
We are used to watch a dance being performed in front of the audience, on the stage. But what if you twist an angle and place the audience above the dancers? The geometrical beauty of movement revealed to them can amaze even a very discerning spectator. To celebrate the product launch of one of their new collections, H&M presented an unusual dance performance where H&M-clad dancers dramatically remove garments and create patterns choreographed upon a white sand lined floor with a contrasting black background.
4. LET YOUR PRODUCT INSPIRE YOU
The simplest and effective way to tailor a product launch event to a product is to be inspired by the product itself. Think about creative ways to showcase the product’s distinctive features and qualities, or even its packaging! For example, M.A.C. brought its sparkling holiday collection to life with dancers dressed in glittering silver bodysuits, sneakers and face makeup.
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