Attention spans are shorter. Memories are more fleeting.
Enter, marketers’ latest approach to combating shifting consumer preferences and capacities to focus: the drop.
Product “drops” typically involve a limited-time merchandise release, at times created in partnership with a one-off brand, celebrity, or created in tandem with a milestone event. But when it comes to experiential, a “drop” can also refer to a spontaneous surprise-and-delight moment that generates buzz and inspires that feeling we’re all too familiar with…FOMO (fear of missing out).
UK-based Tim Nash, who heads creative agency IPOS’s brand strategy arm IGNITE has mastered the art of the drop—so much so that he also works as a curator at Shop Drop Daily, a platform that highlights the best in IRL experiences each day. Thus, in order to execute a drop that can only be described with a chef’s kiss, Nash is known to get inspired from the likes of Jacquemus.
The luxury French fashion house “stands out brilliantly […] when we talk about transformative brand activations,” Nash told Vendelux. “Their Le Bleu pop-up at Selfridges is a prime example of how to merge retail with art, crafting an emotional connection that transcends traditional shopping experiences.”
As described on Shop Drop Daily, the installation welcomed guests with “an enormous desktop computer replica” that featured “a clever touch, a sticky note humorously reading, ‘Website is down, come inside.’” The installation showcased Jacquemus’s latest collection. And though it wasn’t an exclusive drop, the surprise of passerby seeing the retailer’s flagship store in Paris transformed “into an immersive, multi-sensory journey invited consumers to engage deeply, elevating the experience beyond mere consumption,” Nash described. “It’s this culturally relevant narrative, reinforced by striking social storytelling, that makes visiting their spaces a must,” he added.
Char Pavlik, the vice president of sales and marketing at LA-based production and experiential firm Gladiator Productions, also weighed in, noting that “while brand loyalists will want to engage with a brand no matter what the events theming is based around, an exclusive product launch can draw people to your event that may not have cared before—especially when it is a revolutionary launch or collab with an accredited public figure.” (For example, Gladiator worked with Pandora back in August for an activation at Disney fan event D23 2024, where exclusive Pandora jewelry was released each day of the show.)
“Ultimately, it’s about creating connections that linger long after the event is over,” Nash said, noting that event professionals can be successful in achieving just that by “breaking the everyday routine [and] sparking memorable moments that foster emotional ties and enhance brand loyalty.”
It’s in these moments that attendees are also more likely to snap a pic on their phones and post it to social media. And “when attendees capture and share their moments online, it creates a powerful ripple effect that draws in others, transforming each event into a community experience,” Nash said.
But, keep your communities small, Nash advised, as “the more exclusive and immersive the experience, the stronger the emotional connections formed, leading to greater brand loyalty and engagement.” However, it’s still essential to weigh exclusivity with inclusivity, according to Nash. His advice on how to do so: Consider “offering early access or online extensions of in-person experiences ensures that even those unable to attend still feel valued and connected. It’s about creating an inclusive narrative that resonates across all platforms.”
It’s social media that could be considered one of the most important platforms. After all, it’s arguably responsible for the uptick in drops in the first place because, let’s be honest, these platforms feed off of FOMO. “Of course, FOMO from consumers can certainly drive attendance rates,” Pavlik said. And as a bonus, “it may also prompt an attendee to buy more than they normally would knowing this is their only chance to get in on the action.”
So, consider it a success if your event can generate buzz on Instagram or TikTok. “This beautiful interplay between the digital and physical worlds enriches the narrative, making it resonate with both the participants and social scrollers,” Nash said.
If you too want to master the art of the drop, here’s what to keep in mind:
Pre-event
“Most consumers want to know what they are getting themselves into if they are deciding to engage with a brand at an in-person environment,” Pavlik said. So, consider teasing an exclusive merchandise drop or moment of surprise. “Knowing what they [consumers] can expect ahead of time not only builds the anticipation of acquiring the exclusively released product, but word of mouth has time to spread and marinate in the community—especially if the event is live for a limited amount of time,” Pavlik told Vendelux.
During the event
“Sure, building buzz through pre-event marketing is important, but the real magic happens when attendees are left in awe and eager to share their experience,” Nash said. “Authenticity plays a huge role here. When experiences are rooted in genuine storytelling, they resonate deeply with the community and align beautifully with the brand’s identity. It’s all about creating moments that not only engage but also forge lasting connections,” he added.
Post-event
This window “is key for a campaign’s value add,” Pavlik said. Event professionals should ask themselves: “Is there a limited release of custom merch from the event that goes live on a brand site? Is there an opportunity to promote another upcoming event or roll out of another launch?” according to Pavlik. “In other words, keep the momentum going and let customers know of other opportunities they can get involved with.”
