If there’s one thing 2024 has made clear, it’s that marketing is not just about selling: it’s about putting on a show. This year, brands further stepped into the spotlight as entertainers, creating campaigns that didn’t just push products but became events in their own right. From major pop culture moments to the seamless fusion of fashion and sports, marketing in 2024 was all about delivering unforgettable experiences.
Let’s break down how this shift played out and why entertainment is now at the core of brand strategy.
The Rise of Entertainment-Driven Marketing
In today’s overstimulated digital world, brands face a simple yet daunting truth: traditional ads don’t cut it anymore. Consumers skip ads, scroll past static campaigns, and block anything that feels overly polished or overly promotional. To combat this, 2024 saw a rise in marketing efforts that doubled as entertainment.
Think about it this way: If you’re watching a brand’s ad but feel like you’re catching a concert, watching a film, or laughing at a skit, you’re not “consuming an ad” anymore; you’re experiencing something fun, memorable, and culturally relevant. And that’s exactly what brands aimed to create this year.
Fashion and Sports: A Dynamic Duo
One of the most striking examples of this year’s entertainment-led marketing was the seamless blending of fashion and sports. Brands didn’t just sponsor events, they became part of the action.
LVMH at the Olympics
Luxury conglomerate LVMH became the official sponsor of the 2024 Paris Olympics, a move that demonstrated how deeply fashion can integrate with global events. But this wasn’t just a logo-on-a-billboard situation. LVMH designed the medal trays used during ceremonies and featured a show-stopping dance performance at the opening event, proving that luxury could amplify the spirit of sport.
This wasn’t about selling handbags or champagne; it was about associating the brand with elegance, craftsmanship, and cultural moments that would live in the memories of millions.
Prada’s SailGP Partnership
Prada also doubled down on sports marketing by continuing its partnership with SailGP, a global sailing competition. The brand’s designs were featured not just in the sailing gear but also in event merchandise, connecting high fashion to the adrenaline-fueled world of sailing.
These efforts highlight a key trend: luxury brands are no longer just standing on the sidelines of sports; they’re shaping the narrative of these events.
Pop Culture Partnerships: Aligning with What’s Trending
In 2024, the smartest brands tapped directly into pop culture to connect with consumers. By hitching their campaigns to major releases, albums, and cultural events, they ensured they were part of the conversations people were already having.
Charli XCX’s “Brat” Album
Charli XCX’s “Brat” album release was one of the biggest moments in music this year, and brands quickly found ways to align themselves with its aesthetic.
• Acne Studios, Converse, and H&M leaned into the album’s signature green colorway to create themed campaigns and products.
• H&M went a step further, hosting an entire concert series featuring Charli XCX, blending fashion, music, and experiential marketing into one.
Movie Tie-Ins
Similarly, the release of “Wicked” became a goldmine for brand collaborations. Gap and Aldo launched collections inspired by the movie, while brands like Primark and Nyx jumped on the “Beetlejuice Beetlejuice” bandwagon, producing limited-edition products tied to the cult classic.
By tying into beloved cultural moments, these brands didn’t just stay relevant; they became part of the excitement.
Humor as a Marketing Superpower
While luxury brands often lean on aspirational imagery, 2024 proved that humor has a unique ability to engage audiences across all demographics. Some of the best campaigns this year came from brands willing to poke fun at themselves, lean into absurdity, and create a sense of joy.
Old Navy on TikTok
Old Navy’s partnership with TikTok comedian Delaney Rowe was a masterclass in relatability. Rowe incorporated Old Navy apparel into her witty skits, blending brand promotion with comedic content that felt natural and fun.
This wasn’t about selling sweaters, it was about making the audience laugh, creating a positive association with the brand.
Coach and Comedy
Coach also tapped into humour by partnering with comedians Benito Skinner and Mary Beth Barone for their “Ride” podcast tour. The brand dressed the duo in custom looks for the event, blending fashion with stand-up comedy in a way that felt fresh and unexpected.
These campaigns show that even brands with serious heritage can afford to let loose, and often, that’s exactly what audiences want.
Social Media: The New Stage for Storytelling
Across every platform, brands embraced the unique culture of each space, crafting campaigns that felt organic and platform-specific. Here’s how 2024’s marketing stars performed on the biggest social channels:
TikTok
TikTok remained the go-to platform for reaching Gen Z, and brands that leaned into trends and creativity saw the best results. Loewe, for example, mastered TikTok by blending high fashion with viral trends, creating content that felt playful yet luxurious.
Instagram continued to be the visual diary for brands, with campaigns focusing on curated aesthetics and interactive features like Stories and Reels. Prada used the platform to showcase behind-the-scenes footage from their runway shows, giving followers a sense of exclusive access.
YouTube
For brands looking to go long-form, YouTube proved invaluable. Gucci’s mini-documentaries about their sustainability initiatives brought depth and meaning to their campaigns, elevating the brand beyond just products.
Why Entertainment Matters in Marketing
At its core, this year’s shift toward entertainment-driven marketing boils down to one thing: attention.
The traditional methods of capturing attention (static ads, glossy campaigns, and even influencer marketing) are no longer enough. Consumers want to be entertained, whether through humor, storytelling, or spectacle.
Levi’s CMO Kenny Mitchell summed it up perfectly, stating, “It’s not enough to tell your story anymore; you have to think about entertainment to truly connect with audiences.”
Looking Ahead to 2025
As we move into 2025, one challenge looms large: measuring the success of these entertainment-driven strategies. While they undoubtedly generate buzz and engagement, their long-term impact on sales and brand loyalty is harder to quantify.
Still, one thing is clear: the days of passive advertising are over. To capture hearts, minds, and wallets, brands must continue to think bigger, bolder, and more creatively.
In a world where consumers are constantly bombarded with content, the brands that entertain are the ones that will thrive.
Final Thoughts
2024 was the year marketing stopped being just a side hustle and became the main event. From luxury fashion’s love affair with sports to pop culture tie-ins and TikTok comedy, the most successful brands proved that entertainment is the ultimate engagement tool.
For brands looking to stay ahead, the lesson is simple: don’t just sell; perform. Make your campaigns the event people can’t stop talking about. That’s how you stay relevant in a world that’s always scrolling.
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