Emotional Marketing

In recent years, we’ve witnessed a remarkable evolution in the techniques companies use to reach consumers, and emotional marketing is one of the most fascinating among them. This strategy takes many forms: social campaigns, TV commercials, print ads, billboards… It is now very common to see marketers trying to leave a lasting impression or even unsettle a potential buyer. The goal is to create an experience, in the same way our favorite book resonates with us or a film stays with us long after the credits roll.

Activating the Brand

Emotional marketing allows for a genuine connection with consumers. In fact, this is one of the reasons why major brands partner with fun, musical, or sporting events. Bell Alt TV’s partnership with the Osheaga music festival is a prime example. They aim to reach “kidults” and polish their image by associating their brand with a very “hip” event. At Spiniko, we clearly admire this type of initiative!

However, we are convinced that beyond simply placing your name on a partner banner (the infamous “logo graveyard”), it is AB-SO-LUTE-LY CRITICAL to activate the brand on the ground. It is through true, on-site interaction that an emotion can be created. Therefore, one must find an organic and original way to connect with people—without pushing the product too explicitly! We’re talking about foundational work that builds brand awareness through association. So, to recap: you need to connect with the consumer without being too “salesy,” while keeping them interested and entertained… This is where PLAY becomes the ultimate solution.

When the Brain Opens Up…

A prominent researcher in the field of play, Jaak Panksepp, demonstrated that active play selectively stimulates nerve growth in the part of the brain that manages emotional behavior. This means that when you take the time to learn a game—no matter how simple—your cognitive functions are awakened, and information can be delivered to you more easily.

Interesting for a company looking to get noticed, isn’t it?