Not every event needs a velvet rope. But if you want to make audiences crave a branded experience, a little exclusivity can go a long way.
That's the power of FOMO—fear of missing out—a psychological lever that experiential marketers are using to engineer moments that feel urgent, unmissable, and inherently shareable.
FOMO isn't just a buzzword. It's a behavioral nudge rooted in scarcity, curiosity, and the desire for social belonging. And in an era where attention is fragmented and digital fatigue is real, crafting live experiences that stand out means tapping into those deep-seated instincts.
Creating Desire Through Scarcity
The simplest way to drive demand? Make it limited.
When access is restricted—whether by time, availability, or location—people naturally assign greater value to the opportunity. That's why limited-time giveaways or "only at this event" perks are so effective.
Human nature makes us want what we can't have. By adjusting the scarcity of certain opportunities, brands can create demand and impact the worth of that experience.
Think of a tradeshow activation where visitors have a chance to win a unique prize. The key is relevance. A software company offering a luxury car might draw a crowd, but it won't necessarily attract qualified leads. A more strategic approach could involve offering a lifetime subscription to the product itself, aligning the prize with the brand's core value proposition while still tapping into exclusivity.
Scarcity also extends to tangible, on-the-ground experiences. Long lines at a booth or a buzzworthy installation often attract attention not because of what's being offered but because of the crowd itself. Curiosity takes over: I asked someone in one of those lines what he was waiting for, and he said, "I don't know—but it must be good."
Balancing Inclusivity With Exclusivity
FOMO marketing doesn't have to mean exclusion. In fact, the most successful activations strike a careful balance, offering something special without making anyone feel shut out.
Experiential marketers are finding ways to democratize exclusivity by offering equal access to all attendees, regardless of status. That might mean instituting first-come, first-served entry to a limited-capacity event, or using accessible channels like text alerts and event apps to communicate opportunities. Clear, equitable access is key.
Some brands are also designing virtual counterparts to in-person activations, opening up experiences to global audiences while maintaining that air of limited availability. That approach expands reach without diluting the sense of privilege for those who engage.
Social Proof in Real-Time
When people share their experiences online, they're not just documenting memories, they're amplifying the event's reach. Social content becomes a secondary distribution channel, and it carries the weight of peer validation.
But social buzz doesn't happen by accident.
Marketers can prompt real-time sharing with the right tools and incentives. Onsite activations, such as GIF booths, branded photo ops, and customizable merch kiosks, encourage interaction and offer instant content that attendees want to post. Focus on fun. If done right, these social assets are easily sharable and generate organic buzz.
To maximize visibility, brands are also partnering with influencers whose audiences align with the brands' products. The key isn't just reach—it's resonance.
The Power of Curiosity
In January 2025, a brand activation at the Sundance Film Festival offered a real-world example of FOMO done right.
A striking, standalone structure appeared on festival grounds, designed to intrigue and invite. Inside, select card members enjoyed access to private film panels, intimate receptions, and even a custom cowboy hat station with personal fittings.
Entry was limited, but the steps to participate were simple: Complete a form and verify membership. The result? Festivalgoers were drawn in by the mystery, and once they'd been inside they shared their experiences widely, creating a ripple effect far beyond Park City.
It worked because it was unexpected, well-branded, and deeply experiential. It offered not just access but also a story worth telling.
Designing the Must-Attend Event
The most effective FOMO activations don't rely on gimmicks. They're thoughtfully crafted experiences that reward attention, spark curiosity, and create memories.
By layering in scarcity, exclusivity, and social proof, brands can build events that don't just draw a crowd—they create one.
In a crowded marketing landscape, the question isn't just how to get people to show up. It's how to make them feel like they had to.
