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Designing activations people actually want to join
Footfall is not the goal. Participation is. A few principles from running activations across Tanzania.
A branded tent and a sound system will draw a crowd. Turning that crowd into participants takes design.
Make the first step obvious
If someone has to ask what is happening, you have lost them. A clear, visible challenge or prize brings people in.
Design for spectators
Most people at an activation are watching. Make the action visible and fun to watch, and the crowd grows on its own.
Close the loop
Every activation should hand off to something: a promotion entry, a WhatsApp follow-up, a sample, a reason to come back.