The Attention Economy: Spectacle — VS—Intentionality
- Molly Phillips
- 1 day ago
- 5 min read
We’re in an attention economy.
We’re bombarded with adverts all day, every day, on social media, TV, billboards, buses; you name it, it'll probably have an advert splashed on it.
It makes sense, then, that the ads which grab attention are the ones that thrive.
Has There Been a Cultural Shift?
The attention economy has emerged, in part, because of the way that social media has changed. It's transformed how we absorb marketing and how frequently.
Hand-in-hand with that, we’re experiencing a cultural shift towards more intimate, purposeful, and grounded experiences. It’s no longer spectacle alone which makes your brand stand out: its connection.
And how do we create connection? Intentionality.
Experiential marketers need to think about what their customers best respond to, and, crucially, why they respond so well to it.
This intentionality will inform how they build their exhibition stands and brand experiences, giving them a real, tangible purpose for guests to connect with.
The Argument for Spectacle
When you’re faced with a fight for your customers’ attention, the instinct can be to go big or go home.
Responding to a world where virality sells, stunt marketing has taken a stand: a single publicity stunt, expertly planned and carefully carried out, generates discussion on social media, inspiring interest in a brand or product.
Take Airbnb’s 2024 experience campaign, for example. The American marketplace giant built or hosted out a series of eleven iconic buildings, including a recreation of the house from Pixar’s Up (which genuinely flew with the help of a crane!), as well as Prince's Purple Rain house, and the clock room in the Musee D’Orsay.
Now that’s spectacle, but what does it say about the way marketers grab audiences’ attention?
Airbnb ran this campaign with the intention of reaching new audiences and generating awareness. It relied on fear-of-missing-out and novelty, as well as, of course, spectacle.
Certainly, it was a form of experiential marketing which got people talking, but was there something more than that?
Spectacle VS Intentionality
The thing is, it was not just the spectacle element of the Airbnb campaign which made it so successful.
The real winner was the campaign’s immersivity: the intentionality, and the consideration which went into it.
The intention: Airbnb wanted a new audience. That audience wanted an overnight stay like no other.
The action: they created something big to draw attention from people who might not otherwise have looked twice.
Their novelty experiences were created with customer acquisition in mind, prioritising immersivity and nuance in order that they might stand out. That is something that is achievable for all brands, regardless of size.
All you have to do is think about why you’re doing what you’re doing.
What do your prospective customers want to see? What sort of games, events, and conversations can they partake in which will show them that you’ve really thought about their needs? What sort of novelty and value can you offer them as a result of your exhibition stand?
Here are some ideas...
Immersivity and Intentionality in Experiential Marketing: Examples
Technology
Incorporating technology into your stand can help you show guests what your product is and how it works. It can also really help when it comes to monitoring attendee numbers and collecting contact information from visitors.
Something to bear in mind, however, is that, unless you sell tech products specifically, the technology you use on a stand should be a part of the experience, not the experience itself. It's a way for visitors to physically connect with your brand, and with the space around them, to make purchases, and invest in their future relationship with your products.
Remember: the whole idea of events marketing is that you can have those face-to-face conversations which spark real, human connection. The technology can then be used to solidify that connection and keep it going That’s why any iPads or televisions should be included with the intention of connection in mind.
Some great technological intentions are:
To offer interactive games and experiences – visitors get their hands on your app, or take part in competitions and quizzes with leader boards like an old arcade game
To display brand stories - create an informative cartoon or videographic to immerse visitors in your brand: who you are, your style, what you offer. Then follow up with questions and conversation
To seamlessly track metrics– use technology to capture information about visitors, including numbers, contact details etc. This could even be part of the gamification of tech on your stand: the scoreboard shows how many people genuinely interacted with your brand, for example
Entertainment
Your exhibition stand doesn’t have to be limited to a few walls and a floor. At Image, we craft you a well-designed space. You can use it to host whatever entertainment suits your brand.
In the past, we’ve had clients host DJs, run quizzes, and deliver cooking demonstrations and expert talks at their exhibition stands. That sense of live entertainment really engages people, giving them scope to pause and look around.
Live entertainment gives visitors a goal; a specific moment to look forward to, something to pencil into their day. They become more intentional with their visit to your stand, and you get to offer them something immersive and interactive, which helps them remember you. Something for everyone!
Discussion Space
When designing your exhibition stand, you might consider building in a comfy area for discussion and connection.
For example, at Airmic 2025, Aviva included a coffee-making station within their exhibition stand, complete with baristas and a fancy machine. Beyond the main tower of the stand, there was a seating area where people could connect over their freshly brewed coffee.
This space was designed with intentionality, prioritising authentic, human conversations — important, as human connection is an area where experiential marketing shines in this world so saturated with AI and digitalisation. Something as simple as having a nice welcome desk and an option to book 1:1 chats shows a real intentionality and gives your stand a specific purpose which people can connect with.
Games
Games are great because people are competitive: they’ll talk about it, and that creates buzz and generates attention. But creating a game with intentionality means considering what value the game will offer your customers, and how that helps with your brand activation.
Consider Natures Menu’s retail installation at animal feed store, Rokers. They offered a ‘Hide’n’Treat’ game for visitors. This game was not only fun for both humans and their furry friends, it also served a purpose in terms of Natures Menu’s marketing goals, giving customers the chance to try the treats on offer, letting the product speak for itself in a memorable, innovative way.
The Verdict: Do Brands Need Spectacle to Succeed?
Scale and spectacle can be used to get you noticed in a busy market, but it’s important to ask yourself if it’s the sort of attention that matters to your brand.
For smaller brands, that one-off spike of attention might not actually be what you need. Rather, it’s best to find ways of creating a bedrock of brand awareness. Attention needs to be long-lasting, rather than instinctive and short-lived. That’s why designing with intention beats stunt marketing. Frequent events, with carefully thought-out goals: that builds brand loyalty.
The other thing is, while flying houses are fun, it doesn’t have to be as dramatic as all that. Spectacle can be as simple as a slick, well-designed exhibition stand. The important thing is that you use that space well, so that the attention you grab is more than just a fleeting glance. Instead, it’s a first step towards a lasting relationship.
Do We Have Your Attention?
Let’s work together on your next brand experience or event. Get in touch with us today to start the process.
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