• by Larissa Faw , September 26, 2017

As attention to digital media has focused on waste, fraud, and poor creative, brands are increasingly turning to in-the-moment experiences.

With that in mind, trend –tracking shop PSFK is launching The Future of Advertising 2018 playbook to help brands and their agencies develop temporary and pop-up experiences that engage audiences, build awareness and drive sales.

At a Tuesday panel session in New York’s SoHo district, PSFK's Piers Fawkes, Scott Lachut and Adriana Krasniansky discussed the playbook.

Itimportant to coordinate brand experiences to make it easier for consumers to engage with a brand and integrate it into their routine. An emotional experience surrounds a consumer by providing a level of meaning not conveyed through typical digital ads, says Lachut.

Still, there must be a digital strategy to complement pop-up activations.

Also, it's necessary to familiarize (or re-familiarize) customers to a brand by framing it within the context of partners, peripheral activities, or larger cultural understandings. Brands can no longer take a back seat to culture, in all of its forms, says Lachut. "Consumers expect brands to have a perspective."

And brands should encourage participation by creating - or curating - unusual environments. Last summer, Grey Goose introduced a pop-up pastry shop Boulangerie Bleue with breads inspired by the French ingredients that comprise Grey Goose vodka. Cheetos gained widespread attention with a pop-up restaurant, The Spotted Cheetah, this summer.

Most successful activations come from digital-first brands, like Casper, Harry's, and AirBnB because they understand the need to align with like-minded partners. For instance, REI and climbing gym Momentum recently teamed in Colorado to offer gym members a curated selection of REI climbing gear as well as REI-branded workshops.

Brands must invite audiences to learn about a brand's processes and intentions, as well as its impact on the industry and community. Fancy Feast, for instance, dispelled rumors about the pet food's production process via a restaurant experience that introduced Fancy Feast chefs and innovators who made human meals using the same sort of ingredients used in its cat food. Guests were also able to take home meals for their cats.

The report will be released October 2 at PSFK.com/future-of-advertising.