Why shared moments still beat scaled media

In an era defined by the experience economy, live gatherings – from street festivals to cultural celebrations – remain one of the most powerful, yet under-leveraged channels for brands to build connection, trust and long-term loyalty.

In our work activating brands at Curious Nation, we see how community events draw crowds, energise local economies and generate the kind of genuine attention that paid media often struggles to earn. Yet despite this potential, too many brands still default to surface-level sponsorship or treat events as standalone moments rather than strategic platforms.

What’s required is a shift in mindset: from event as placement to event as purpose-driven engagement.

The cultural and economic force of community

Across markets like Aotearoa and Australia, community events are a cultural cornerstone – not just entertainment moments, but economic drivers. According to the New Zealand Events Association, over 7,000 events in 2023 attracted more than 10.7 million attendees and contributed NZ$696 million to the local economy. In Australia, festivals and major cultural occasions return hundreds of millions in visitor spend, with marquee events like the Melbourne Cup Carnival and Sydney Gay and Lesbian Mardi Gras generating upward of $1 billion and $30 million respectively.

These gatherings do more than entertain; they accelerate shared identity, bring people together across age and background, and create meaningful, memorable experiences that people feel – and remember. They knit neighbours into communities and fuel local pride, business activity and tourism.

For brands, this confluence of culture and commerce represents a strategic frontier. Local events may seem fragmented, but that diversity is an asset. Thoughtful brands can weave together multiple community touchpoints into a cohesive programme that delivers both visibility and authenticity at scale.

Beyond the logo: authentic integration

One of the biggest missteps we see in brand activations is treating event involvement like a billboard opportunity – slapping a logo on bunting or signage and calling it a day. Today’s audiences are savvy; they can spot token support from a mile away.

Real impact comes when brands anchor their involvement in genuine purpose and relevance. That means asking not just “Can we be there?” but “Should we be here – and how?” Whether an event aligns with a brand’s values, mission and community impact is the difference between a shallow impression and a meaningful connection.

And success shouldn’t be measured solely by foot traffic or impressions. Brands that activate around community events should also look at softer but more strategic outcomes: shifts in awareness, strengthened association with shared values, emotional recall in peak moments, and the quantity and quality of content created and shared as a result.

Where else can a brand meet its audience face-to-face, on familiar ground, in a meaningful context? When thoughtfully executed, event activations become long-term drivers of trust, preference and loyalty.

Anchored in brand purpose

The principles that make for effective community engagement align with how brands should be represented to consumers overall: be anchored in purpose, co-create with communities, measure what matters, and adapt as culture evolves.

Community events aren’t fleeting spectacles. They’re enduring platforms for narrative and connection. Research shows that high-emotional intensity – often experienced at shared gatherings – is strongly linked to long-term memory encoding. When brands play a role in moments of pride or communal experience, they are not just noticed; they are remembered.

That lasting recall builds salience and shapes brand identity in ways that short, purely transactional touchpoints rarely do. In a fragmented attention economy, where long-term trust and loyalty are scarce, thoughtful presence in community life is an advantage.

What’s next?

For brands that are prepared to show up with creativity, intention and authenticity, community events aren’t simply another marketing channel—they’re a strategic pillar of engagement and growth.

The real question isn’t whether brands should take part in community life, but how they do it meaningfully.

Want help striking that balance? Get in touch using the form below.