Freebie Frenzy at Cannes Lions

The Cannes Lions International Festival of Creativity is not just a hub for the world's best creative minds; it's also a treasure trove of freebies. Everybody was going gaga over the free goodies at various beaches. It was hard not to notice the excitement as people flocked to grab the latest swag—from small sunscreen bottles to stylish tote bags. These freebies certainly drew crowds, but I can't help but wonder: how effective are these giveaways in engaging a mature audience, and what does the ROI look like?

Free goodies are undoubtedly a point of attraction. At the beaches, the buzz was palpable, with everyone eagerly collecting items like sunscreen bottles, sanitizers, weird sunglasses, lotions, and battery-operated fans that stopped working after 15 minutes. Useful? Yes. Memorable? Maybe, maybe not! Most people used them and tossed them aside. Nobody could even notice the branding elements on them. And so much non-recyclable plastic...I am sure the sustainability police were frowning the whole time...guilty! Apart from that, the company officials kept saying, "all of this is damn expensive...our bosses at HQs are eagerly waiting for the detailed reports."

This raises a critical question: Does this approach pay off? Mind you, I am not talking about the creative beach setups...they are integral to brand presence and relevance, and it is also important that everyone takes away a brand souvenir. The initial excitement is undeniable, but the long-term impact from these goodies seems questionable. Are these items creating lasting brand impressions or simply adding to the clutter? Are they just fleeting moments of convenience, or do they offer something more substantial in terms of brand recall and loyalty?

However, the bigger question is: With every brand handing out similar items, the challenge becomes one of differentiation. How do you create a memorable impact with something as ubiquitous as a sunscreen bottle? The tote bags were even trickier because as someone would get a new bag, the older one would go inside or vice-versa, and only the fanciest one won the race. The goal should be for the people to take these goodies and use them not just at Cannes but also when they return to their cities. A more clever, thoughtful approach to freebies could elevate a brand's presence. People are more likely to keep and use items that integrate smart branding subtly, rather than those emblazoned with oversized logos. This ensures the brand stays with them long after the event, providing lasting impressions and ongoing conversations.

Though some goodies stood out, could there have been more creativity in these giveaways? Absolutely! Another problem was that most of the freebies did not align with what the brands stood for. Simply plastering a big logo on a product isn't enough. Instead, creatively integrating the company's core offerings and value proposition into the giveaway can make a significant difference. For me, AWS AI portrait at the Amazon Port was the winner. It was the perfect creative integration...it wasn't just a freebie; it was an experience that aligned perfectly with what they offer. Attendees walked away with a personalized AI-generated portrait, a unique memento that not only highlighted AWS's technological prowess but also provided a lasting, personal connection to the brand. The best part was that it was digital and physical, so people could share it on their social handles. This kind of innovative thinking is what sets a brand apart. By creatively integrating their offerings into their giveaways, companies can ensure that their freebies are not just momentary attractions but enduring symbols of their brand's ingenuity and value.

The free goodies at Cannes Lions certainly draw attention and serve as conversation starters, but there’s room for improvement. It highlights a crucial aspect of modern marketing: the need for creativity, technology and sustainability. The key to a successful giveaway lies in creativity and integration. Brands need to think beyond the obvious, and offer items that align with their message and simply, with what they do, while ensuring they are practical and desirable enough to be used during and beyond the festival.

Aah! It would be unfair not to mention the most popular freebies that were the talk of the town: Meta tote bags (people were literally carrying those at the airport and proved to be the best networking tool!), Summer Fridays lip butter balm, and Freewheel hats. The companies that went with an experiential approach were winning too, like Pinterest, the Female Quotient, TikTok, and Amazon.

Let me know, what was your favorite?