Running the streets to Regency chic – marketers are turning to IRL to supercharge URL
The hunger for real-life experiences is on the rise as in-person events satisfy a deeper human need for connection and authenticity that digital channels can’t replicate. Meredith Cranmer, co-founder and managing director at Because ANZ writes in an era where AI and automation are becoming pervasive, brands embracing the power of real-world connections cultivate trust, loyalty, and the kind of authentic engagement that digital alone can no longer guarantee.
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
