Tupac, Pokemon Go, Big Brother and Nokias: Nostalgic experiential marketing is here to stay
Using nostalgia and pop culture in experiential marketing is clever and memorable. But, alone, it isn’t enough, as Brecht Fourneau explains.
From the quintessential resurrection of Tupac at Coachella in 2012, to bringing Pokemon out of the 90s and into the late 2010s with Pokemon Go, or the Magic Mike show hitting Aussie stages in 2020, there’s no doubt that marketers are catching on to the success of bringing back formerly loved popular culture movements.
The resurrection of pop culture trends provides a powerful way to pull on the heartstrings of nostalgic audiences. In fact, research from the Journal of Consumer Marketing found that invoking nostalgia led people to be more generous and more willing to spend money.
