Dive Brief:
- Sony launched an immersive pop-up in New York to celebrate the third year of its "Lost in Music" experiential campaign, according to a news release provided to Marketing Dive. "Lost In Music," produced by creative agency Ralph, joins Sony Music artists with Sony technology to create unique and shareable music experiences aimed at 18 to 24-year-olds.
- At the "Lost in Music" installation, visitors can create a unique, downloadable track using their own movements, heartbeat, vocals and other elements. A camera on the stage will record movements that can be combined with the finished music track to create a personalized music video.
- The pop-up will also feature live performances and a weekly YouTube talk show featuring Sony Music artists like A$AP Ferg, Lauren Jauregui, Zara Larsson and Snakehips. It is located at 201 Mulberry Street in New York City.
Dive Insight:
The new "Lost In Music" gives consumers a full-body, immersive experience that incorporates their biometrics into a downloadable music track and video. Sony is hoping that the ability to create a personalized track will resonate with the Gen Z audience and encourage social media posts. Music-makers might enjoy sharing their songs and music videos to show off their talents.
Marketers are increasingly using immersive, experiential events to engage with consumers and give them a chance to interact with products or services in real life. Like the Sony pop-up, the events usually feature interesting visuals and other memorable elements that make them more shareable and extend brand awareness. Experience-focused millennials and FOMO-driven Gen Zers are often attracted to experiential events because they get to have authentic interactions with their favorite brands.
Biometrics is a newer trend in the experiential space that marketers are tapping into. Snickers recently partnered with Spotify and Coffee Labs on an interactive biometrics experience to promote limited-edition "intense" flavors. The Mars candy brand hosted an escape rooms related to the new flavors that offered visitors a "Flavor Diagnosis," identifying which flavor will help them ward off hunger.
