Leveraging Experiential Marketing to Create a Fear of Missing Out (FOMO)

FOMO marketing encourages consumers to make a quick purchase to avoid missing out on a good deal. When combined with experiential marketing campaigns, it can significantly boost brand engagement.

One of the popular marketing campaigns for brand activations is through experiential marketing. Experiential marketing invites audiences to interact with a brand in real-world settings. This approach is effective: a 2021 EventTrack report cited by CMO Syndicate found that 40% of consumers felt more loyal to a brand after participating in a brand experience, and 91% were more likely to make a purchase.

However, handling a large audience and convincing them to engage in an experience can sometimes be challenging. Combining multiple marketing strategies, such as integrating FOMO tactics, can enhance overall marketing efforts.

Overview of FOMO Marketing 

Fear of missing out, usually shortened as FOMO, is a social phenomenon where people feel the urge to fit in and be part of certain events or trends.

Natalie Christine Datillo, Ph.D, the founder of Priority Wellness Group said to Forbes that FOMO is often seen negatively for inciting anxiety and compulsive behavior. But on the other hand, FOMO can also be leveraged positively in marketing. 

FOMO marketing is a strategy that encourages customers to make quick decisions to avoid missing out on a good deal. It utilizes the fear of being left out, creating a sense of urgency that motivates people to take immediate action. Examples of FOMO marketing include countdowns on e-commerce flash sales that highlight the limited time of the sale.

How FOMO Marketing Leverages Experiential Marketing

When combined, FOMO and experiential marketing form a powerful strategy. FOMO marketing motivates the audience to engage with a brand in real-time, resulting in higher consumer engagement. Continue reading to find out more about this.

Inducing a Sense of Exclusivity

Experiential marketing strategies like event marketing or pop-up shops create a sense of intimacy and prestige through limited experiences. One of the famous examples is the 2018 M&M’s Flavor Rooms pop-up experience in NYC. It was built for M&M’s fans to experience how each flavor of the candy tastes, smells and feels, and vote for their favorite candy flavor.

The event’s limited time and location induced FOMO. People who have already joined the experience will feel a sense of exclusivity, which will motivate those who haven’t joined to come before they miss out when the event ends. 

Creating a Sense of Scarcity

Offering limited-edition products and flash sales are effective FOMO marketing tactics. Then when combined with experiential marketing, they amplify the sense of scarcity. 

For example, the South Korean pop group BTS offered an immersive pop-up experience in Singapore, showing the world of BTS. Aside from the Instagram-worthy spaces, the event also sells official merchandise of the group, including the sold-out concert merchandise.

A sense of scarcity in this event was created by the specific offering of products, especially the ones that are no longer available elsewhere. The FOMO effect that comes from the offers will drive more people to visit and purchase the products at the experience.

Creating Social Media Buzz

Nowadays, it’s essential to grab people’s attention on social media to boost engagement. User-generated content is one of the most popular types of content that captures attention online. 

When a brand or company creates a visually appealing and engaging experiential marketing campaign, it is more likely to generate a significant amount of user-generated content. If the content is truly captivating, it has the potential to go viral and gain widespread popularity, creating a FOMO effect. 

Netflix's immersive pop-up experience in Tokyo is a great example. This unique experience allowed visitors to choose their own adventure and explore sets from several of Netflix’s popular shows, like Bridgerton, Stranger Things, and Emily in Paris. Visitors had the opportunity to see behind-the-scenes footage and revisit the iconic scenes from these shows. Many visitors shared their experiences on social media, generating excitement among audiences and intensifying the FOMO effect.

Essentially, the key to the successful combination of FOMO marketing and experiential marketing is finding the right balance to generate excitement while providing genuine value. Combining the urgency of FOMO with positive, engaging experiences can lead to high consumer engagement and brand loyalty.

Next read: Customers are Craving for Brand Experience, Experiential Marketing is the Answer