Captivating Audiences: The Rise Of Drone Show Marketing

What do Bollywood heartthrob Shah Rukh Khan, and brands like IKEA and Oppo, have in common? The distinctive application of drones played a crucial role in illustrating and expressing the unique essence of each of these, effectively capturing the attention of consumers.

In the ever-evolving landscape of marketing and brand engagement, the utilisation of drone shows has emerged as a captivating and innovative tool for brands seeking to leave a lasting impression on consumers. These aerial spectacles have become a dynamic medium to elevate brand experiences, combining technology, creativity, and spectacle in a mesmerising display.

One notable instance of this trend was witnessed in Dubai in December last year, where Bollywood icon Shah Rukh Khan’s and Dunki’s promotion was orchestrated as a breathtaking drone show. The night sky was illuminated with choreographed movements of drones, forming intricate patterns and even spelling out messages, creating a visual feast for onlookers and embedding SRK and his movie, ‘Dunki’, in the memory of the audience.

In March 2020, Oppo partnered with Madison MOMS Outdoor Media Solutions and ventured into the realm of drone shows to promote its cutting-edge technology. The marriage of Oppo's innovation and drone choreography resulted in a spectacular display that not only showcased the brand's prowess but also engaged consumers on a profound level.

Highlighting the global embrace of drone shows, IKEA wove its narrative in the skies above Bangalore in June 2022. The furniture giant utilised drones to craft a dynamic and visually stunning show, transforming the night into an immersive experience for attendees, and fostering a unique connection between the brand and its audience.

In an exclusive chat with Everything Experiential, industry veterans draw attention to how drone shows help captivate the audience and bring brands closer to their consumers in terms of offering relevant experiences.

Proving to be the ‘extra mile’ to go for

It is a fact that drone shows are turning out to be the ‘extra mile’ that brands and marketers go for, which contributes to enhancing the overall brand experience for consumers.

Pramod Gaikwad, Co-founder, Ice Global understands that as brands and marketers strive for new ways to engage audiences and consumers, it is pertinent to note that drone shows are amongst the latest technology gizmos that have captured the imagination of audiences. “Audiences have not yet been overly exposed to environments where drones fly and as such the novelty factor is very strong.  There is also a strong ‘awe’ factor associated with drone shows. All these factors lend drone shows the edge when it comes to impactful audience engagement. Drone shows, thus, add to the brand experience for consumers by sheer impact value.”

Roshan Netalkar, Managing Director, Swordfish Events & Entertainment recognises that drones, as a new OOH medium, are a great means to create impact and tell a story through powerful visuals.

Drone shows vs. traditional marketing methods

Needless to say, drone shows provide a unique and memorable engagement and experience for consumers compared to traditional marketing methods.

Gaikwad emphasises that event experiences are all about creating brand retention through impact. Traditional marketing methods are good at communication and recall but generally fall short of impactful delivery. Now this is exactly where experiential engagements shine. “While drone shows are not immersive, they hold the advantage on scale and impact. Audiences looking skywards are mesmerised by the scale at which the engagement is executed. The technology programming which creates choreographed lit imagery in the sky, combined with pulsating soundtracks on the ground, creates a spellbinding story that enthrals audiences. Drone shows are stimulating in ways that traditional marketing cannot be. the visual imagery hence goes viral on social media, causing a ripple effect in communities beyond the engagement itself.”

Netalkar who was the brains behind the IKEA drone show in 2022, points out that it’s great for brands to leverage this, and be part of a bigger storytelling process. “While brands are investing in a digital-first approach, it is important for them to look at doing things that break the barriers of the internet.  Drone shows do both, they are larger-than-life and as well as very Instagram and digital-friendly assets.”

However, he adds that what sets a good drone show apart is how well it is integrated into an overall marketing plan and how creatively it is conceptualised and executed. “Just another drone show doesn’t do the trick on its own - sequence and animations play a huge role, along with the occasion.”

Changing consumer perceptions

After experiencing a drone show as part of a marketing event, consumer perceptions and attitudes do see a switch towards a brand.

Gaikwad elucidates that drone shows are all about creating a larger-than-life image. “Brands using drone shows essentially benefit from the technology positioning of the engagement as much as from the unique storytelling methodology. Brands using drone shows are thus perceived as larger-than-life, technologically advanced, forward-looking and grand.”

He goes on to say, “As brands, celebrities and the movies continue to explore novel avenues for consumer engagement, the integration of drone shows stands out as a powerful and captivating strategy, promising to redefine the future of brand experiences.”

Netalkar comprehends that drone shows are an expensive affair. “But what it does is, it puts the brand on a pedestal. if you can afford something like this, it elevates the entire narrative of the brand.”

As brands, celebrities and movies continue to explore novel avenues for consumer engagement, the integration of drone shows stands out as a powerful and appealing strategy, promising to redefine the future of brand experiences.