Posted on December 12, 2024 by Juanita Chavarro Arias

NEW YORK, NEW YORK – OCTOBER 02: A view of the venue as Audible And Higher Ground Host “The Wonder Of Stevie” Event At CultureCon on October 02, 2024 in New York City. (Photo by Jason Mendez/Getty Images for Audible)

Throughout this year, Audible has set out to prove that its experience isn’t limited to the ear. The brand has embarked on a tour of tentpole festivals in the U.S., popping up with themed activations ranging from ski lodges to carnivals, while also taking part in international events and fan cons to reach new markets and audiences. Plus, Audible is looking at new ways to translate its exclusive Originals, audiobooks and podcasts into IRL, immersive spaces and experiences that aren’t limited or defined by genres or location.

James Finn, global head of brand and content marketing at Audible, sat down with us to share how the brand is using experiential to connect with its users and leaning into audio experiences that are amplified by special effects that envelop attendees and flood spaces. He also discusses how digital and social media intersect its event marketing strategy and where the team gathers inspiration from as they plan for 2025 and beyond.

Event Marketer: What have been some standout activation moments for Audible this year?

James Finn: With SXSW, it’s such an adventurous place that’s tech-focused, entertainment-focused, and a lot of interesting cultural things are happening there, so we didn’t want to just show up. What’s important for us is to not just have a presence somewhere at one of these events, but to really be impactful and help unlock the imagination of our audiences. We created a whole carnival as a representation of one’s imagination and unlocking their ability to engage in different types of stories. Similar to the gondola inspiration, we had an amazing Ferris wheel, where each of the cars had a different listening experience. As you’re seeing this beautiful view of South by in the city, you’re also being immersed in this story that’s unique to that setup. (Agency: Civic)

EM: What worked well, and what were some challenges from these events?

JF: We didn’t want to just show up and have a booth. We wanted to show up and allow people to have an experience. We were just part of CultureCon this year in celebration of a series we have called “The Wonder of Stevie.” Attendees could get immersed in the music of Stevie Wonder and these five albums he created back-to-back in the 1970s. We want them to have a lot of fun and be able to have some kind of a takeaway from their experience.

A lot of the posts on Instagram and on social for South by were just amazing, and people just felt like they were immersed in their favorite parts of what Audible is, whether it was a story or this whole concept of escapism. For us, it’s important to create a 360-degree view of the event—how do we extend it digitally? That’s always something that’s top of mind for those who are on-site and those who aren’t—how is this relevant for them, as well? People consistently approach us to tell us their stories and how Audible is relevant for them, how it’s a comfort to listen to as they go about their lives, which, for us, is gratifying.

See the full article here.