I think it’s reasonable to say that we all crave a bit of an escape from reality- even more so with how 2020 has been (sorry to remind you). In my Customer Experience module, I learnt about The Four Dimensions of Customer Experience by Pine and Gilmore. The model consists of four realms that experiences can be categorised into which are: entertainment, education, aesthetic and escapism. I’m going to focus on the latter.
To help you understand what an escapism experience is, I’ll give an example. For my 25th birthday, I made a dream become a reality by going to Disneyland Paris. Haters will say that Disney is for kids but they’re wrong. Going to Disneyland offers people a chance to immerse themselves in a complete fantasy and bring the magical world of Disney to life for them. I couldn’t stop smiling all day and every part of the park was an Instagram hotspot- I even wore Minnie Mouse ears! I felt like a kid, but I loved it and I think that’s part of the appeal of Disneyland and other theme parks.
Mintel’s 2030 Global Consumer Trends report predicts that within the next ten years in regard to experiences that there will be shifts in life stage and generational boundaries as ‘childishness’ and ‘playfulness’ become the key to relaxing and escaping. They suggested that brands should adapt to a marketing strategy that involves playful and immersive experiences.
So, the key takeaway from this blog is that brands can offer consumers a sense of escapism through experiential marketing. With all the events that have occurred this year, we all need an experience that takes us back to when we were a child and not have to worry about anything- even if it’s just for a moment.
Can you think of an experience that allows you to escape reality and feel like a kid again?
Thanks for reading.
Source: The Experience Economy by Pine and Gilmore, 1999