Apart from being a global event for those working in the creative communications, advertising and marketing related fields, the seven-day long celebration of Cannes Lionsalso attracts thousands of delegates, visionaries and brand specialists across the world. Hence the event transforms into a confluence of the biggest stars from the creative communication genre at one platform which also provides notable brands the opportunity to create memorable brand experiences.
Much like its previous editions Cannes Lions 15 too saw some of the biggest brands around the world using the majestic platform to capitalize on the elite crowd and proving their creative genius through brand activations.
The biggest brands names which seized the opportunity in the context were undoubtedly Google and Facebook. Google’s brand experience at Cannes featured a colorful beach activation on the coastline which also showcased the activation from sister brands such as YouTube and Android. The engaging part of this experiential activity was that guests could use Google technology to order their drinks, which they could enjoy on a deck of bright beanbags.
The Beach Bar side of the venue by Google hosted a diverse variety of experiential events for the visitorssuch as Cookie Delights, a culinary experience from YouTube star Cupcake Jemma – and Sensational Punches with Rich Hunt, a cocktail master class from Jamie Oliver’s DrinksTube.
Google Beach (the venue occupied by Google to create experience) also featured a YouTube stage for music performances, a volleyball court, a Google Cardboard activation and an experiential version of its interactive Abbey Road experience.
Similar to Google, Facebook also managed to design its experiential campaign surrounding the beach. Their experience featured a beautifully designed relaxing space for the visitors who could unwind themselves amidst the hustle and bustle of the festival. Instagram, facebook’s offshoot also joined the experience generation bandwagon by creating a white art gallery space entirely featuring photos taken during the festival using the app.
The Broadcaster Eurosport tried to add a more competitive ambient to the Cannes Lions atmosphere as they thrived upon the competitiveness of the marketing world by organizing a mini beach soccer world cup tournament on the beach. This unique experience immediately became everyone’s favorite as they could not only support but also play for their country team.
However the most successful experiential campaign at Cannes Lions 15 was orchestrated by Linkedinwhich came up with scintillating idea of a LinkedIn Clubhouse. The clubhouse promised an in-house party and calm atmosphere for gold and platinum pass holders as it featured a bar, food and a balcony view of the Croissette. The visitors of Cannes Lions who were looking to experience something new and interesting apart from the flamboyance of the festival were swept off their feet with the concept of the Clubhouse and were highly appreciative of the same. LinkedIn is further expected to be hosting a number of sessions such as ‘The Secrets behind Content Marketing from LinkedIn’ and a drop-in profile page clinic at Cannes Lions ‘15. These experiences are only expected to add brownie points for LinkedIn as a brand who has truly managed to use the opportunity in the best manner possible.
