Editor’s Note: Though originally an audio brand, Audible now leads with marketing activations popping up at festivals, international events and fan cons, all with the goal of reaching new audiences through experiences in real life. CM sister pub Event Marketer spoke with Audible’s James Finn, Global Head of Brand and Content Marketing, to discuss the brand’s major marketing moments, global reach, strategic goals and how digital tied into the overall delivery. Below is an excerpt; read the full piece here.
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Throughout this year, Audible has set out to prove that its experience isn’t limited to the ear. The brand has embarked on a tour of tentpole festivals in the U.S., popping up with themed activations ranging from ski lodges to carnivals, while also taking part in international events and fan cons to reach new markets and audiences. Plus, Audible is looking at new ways to translate its exclusive Originals, audiobooks and podcasts into IRL, immersive spaces and experiences that aren’t limited or defined by genres or location.
James Finn, global head of brand and content marketing at Audible, sat down with us to share how the brand is using experiential to connect with its users and leaning into audio experiences that are amplified by special effects that envelop attendees and flood spaces. He also discusses how digital and social media intersect its event marketing strategy and where the team gathers inspiration from as they plan for 2025 and beyond.
Event Marketer: What have been some standout activation moments for Audible this year?
James Finn: What’s consistent with all of our experiential moments is that even though the execution and themes might be different, we want to show up and be familiar and relevant to our existing listeners, while also being inviting and curious to new listeners. And when we look at something like Sundance, which is really a premier cultural event that happens every year and attracts the entertainment industry and die-hard storytellers, it just felt like a natural place for us to be.
At the festival, we can showcase not only our ambitions and our focus on creating content with leading storytellers, but also be there on the cutting edge of that space to be part of that conversation. Honestly, you wouldn’t necessarily think of Audible as being a sponsor and a key attendee there. Once people entered and experienced our space, they got the connection and the relevancy. We had these listening gondolas that were a hit, and they were open to the public and during our private events for festivalgoers to come in and sample any of our content.
With SXSW, it’s such an adventurous place that’s tech-focused, entertainment-focused, and a lot of interesting cultural things are happening there, so we didn’t want to just show up. What’s important for us is to not just have a presence somewhere at one of these events, but to really be impactful and help unlock the imagination of our audiences.
For the full piece, head over to Event Marketer.
