While digital interactions have become the norm, there’s a growing appetite for real-life experiences, and nowhere is this more evident than in the explosive popularity of run clubs. These communities, where like-minded individuals gather for shared physical activity, are a case study in the rising demand for in-person experiences.

Backed by social media, hundreds of community-driven running clubs have sprung up across the country in recent years. Interestingly, this is not just about shedding a few kilos or getting fitter. That’s because people want more than just online engagement – they crave connection, community, and the tangible impact of real-world authentic experiences. For brands, this broader desire presents a significant opportunity to create deeper and more meaningful relationships with audiences through live brand activations.

Marketers are taking note. The most recent IPA Bellwether Report, which surveys 300 UK companies on trends in marketing spending, found that events continued to be the best-performing mode of marketing from a budgeting perspective. With a robust second quarter expansion and a net balance of +17.2%, there is still a strong appetite for in-person interactions with clients and prospects.

While digital interactions have become the norm, there’s a growing appetite for real-life experiences, and nowhere is this more evident than in the explosive popularity of run clubs. These communities, where like-minded individuals gather for shared physical activity, are a case study in the rising demand for in-person experiences.

Backed by social media, hundreds of community-driven running clubs have sprung up across the country in recent years. Interestingly, this is not just about shedding a few kilos or getting fitter. That’s because people want more than just online engagement – they crave connection, community, and the tangible impact of real-world authentic experiences. For brands, this broader desire presents a significant opportunity to create deeper and more meaningful relationships with audiences through live brand activations.

Marketers are taking note. The most recent IPA Bellwether Report, which surveys 300 UK companies on trends in marketing spending, found that events continued to be the best-performing mode of marketing from a budgeting perspective. With a robust second quarter expansion and a net balance of +17.2%, there is still a strong appetite for in-person interactions with clients and prospects.

Creating impact for growth

While we don’t yet have this granularity of data in Australia, marketers locally have recognised the value of integrating events and activations into their media mix. These experiences can not only drive short-term results but also play a critical role in longer-term brand building, loyalty and purchase intent. Combined, both strategies amount to sustained brand growth.

Unlike traditional advertising, which often speaks to people, live activations engage consumers in a dialogue. They offer a form of permission-based marketing where participation is voluntary which makes the experience authentic, more impactful and importantly, more memorable.

Dear reader, just take a look at what Netflix did to celebrate the launch of the third season of the hit Regency drama Bridgerton. Transforming the NSW town of Bowral into a real-life Ton, the week-long activation included immersive shop makeovers, Bridgerton-inspired menus, writing workshops and croquet competitions, culminating in a regency-themed garden party. It is a stunning demonstration of how to effectively leverage a brand to deliver a truly remarkable experience.

This type of live brand activation not only engages attendees but also generates substantial social and earned media coverage. The power of many IRL activations lies in their ability to create authentic, shareable moments that resonate with audiences. User-generated content (UGC) is invaluable for brands, providing genuine endorsements that are thenamplified with paid media strategies to enhance visibility and something all brands seek …FAME. By engaging audiences in a memorable experience, brands can cultivate a wealth of organic content that drives further engagement and reach. 

But IRL activations don’t always need to be measured on how many social media shares and likes are generated.Salesforce, a digital first product, is also going big on activations. Where the sales funnel is longer, such as an enterprise SaaS platform, spending time with customers, allowing them to engage with the product and getting a clearer understanding of their business helps with what can be a complex sale. Both however are great examples of creating an emotional connection between the brand and the consumer.

Authenticity in the age of AI

Activations also offer brands a unique opportunity to gather real-time actionable intelligence. Where data is abundant but often lacks depth, face-to-face interactions provide invaluable insights into consumer behaviour and preferences. These insights can then better inform future marketing strategies that will help them stay relevant and responsive to their audience’s needs. 

Where consumers are increasingly bombarded with digital content, live experiences offer something different – authenticity. As AI and automation continue to shape the future of marketing, the human element becomes even more valuable. Marketers need to find ways to create real, meaningful connections in a landscape dominated by technology. Don’t just take my word for it. Sam Altman, whose role as the CEO of OpenAI has made him the face of artificial intelligence, said, as AI grows: “There’s gonna be a premium on human in-person, fantastic experiences… I can see that being a very huge category.” 

AI’s rapid adoption is going to place pressure on companies to build and maintain trust. And as trust in digital channels wanes, getting out from behind the screen and interacting with consumers in the real world is becoming increasingly important. The more digital the world becomes, the bigger the need we will have for human connection, moving beyond ‘transactional’ mechanics. Brands that prioritise this will cut through, and win. 

In-person connections are not just a trend – they can significantly drive brand growth. Marketers investing in IRL will not only capture attention but earn loyalty and trust, alongside the considerable social and earned media dividend that digital alone no longer guarantees. The brands of today, and the future, will be those that succeed and those embracing the power of real-world connections – speaking to the few who then influence the many, driving both word of mouth and word of mouse. 

At Curious Nation, we see this happen all too often: raw behavioural metrics are mistaken for real connection. Site traffic, search queries, purchase histories – they tell you what your customer did, but they don’t tell you why. And they definitely don’t tell you how they felt doing it.

If brands want to truly resonate – to cut through the noise and create loyalty that lasts – they need to stop collecting data for data’s sake, and start building genuine intimacy.

Metrics matter, but they’re not the whole story
There’s a reason marketers have leaned heavily into analytics – numbers are neat. They provide structure and guidance, and offer a sense of control in a messy, fast-moving world. But data can only ever offer a snapshot, not the full picture. Understanding that a customer added something to their cart is one thing; understanding why they abandoned it is something else entirely.

And that’s the problem. With data overload, many brands risk drowning in insights that don’t actually help them take meaningful action.

Take the classic “How did we do?” email. We’ve all had one. Sometimes even before we’ve used the product. Recently, one of our team bought replacement windscreen wipers from a fantastic online business. Easy purchase, quick delivery – job done. But what followed was a generic request for feedback and, a week later, a 15% discount for… more windscreen wipers. Great if we’re building a fleet, but not quite right for a once-a-year purchase. A better approach would have been: “Need blades for another car?” or “We’ll check back in next winter.” That’s the kind of tailored thinking that turns transactions into relationships.

From data points to people
To build true intimacy, brands need to meet their customers as people, not profiles. That means going beyond surveys and dashboards, and into spaces where real conversations happen.

This is where live brand activations shine. At Curious Nation, we design immersive, in-person experiences that don’t just make noise – they give brands the chance to listen. To observe real reactions. To hear feedback in real time. These insights are gold – they reveal the why, not just the what.

It’s also about bringing that same level of care into digital spaces. Personalisation shouldn’t be about just slapping a first name on an email – it’s about curating content, timing, and messaging that reflects your customer’s unique world. Done right, it makes people feel seen and understood. Done poorly, it feels like spam with your name on it.

Just look at brands doing it well. Netflix doesn’t just track what you watch – it builds a personalised world around your viewing habits. Spotify wraps your year up into a shareable story. Swisse used gamification to build a deeper connection between healthy habits and daily product use. That’s the kind of intimacy that keeps people engaged.

Real insight comes from real interaction
The strongest relationships – like the strongest brands – are built on shared experiences, not just shared data. That’s why Curious Nation is all about bringing people and brands closer together in ways that matter. We use a mix of real-world interaction and digital personalisation to turn passive audiences into active participants. It’s about crafting moments that feel meaningful, memorable, and – most importantly – human.

In a landscape where attention is scarce and loyalty is hard-earned, understanding your customers isn’t enough. You have to connect with them. So here’s our challenge to brands: stop mistaking information for intimacy. Stop letting your strategy be driven by dashboards alone. Start listening, engaging, and co-creating. Because when you treat your customers like people, not profiles, that’s when the magic happens.