the blaze strategy

Throughout this year, Audible has set out to prove that its experience isn’t limited to the ear. The brand has embarked on a tour of tentpole festivals in the U.S., popping up with themed activations ranging from ski lodges to carnivals, while also taking part in international events and fan cons to reach new markets and audiences. Plus, Audible is looking at new ways to translate its exclusive Originals, audiobooks and podcasts into IRL, immersive spaces and experiences that aren’t limited or defined by genres or location.

James Finn, global head of brand and content marketing at Audible, sat down with us to share how the brand is using experiential to connect with its users and leaning into audio experiences that are amplified by special effects that envelop attendees and flood spaces. He also discusses how digital and social media intersect its event marketing strategy and where the team gathers inspiration from as they plan for 2025 and beyond.

What have been some standout activation moments for Audible this year?

James Finn: What’s consistent with all of our experiential moments is that even though the execution and themes might be different, we want to show up and be familiar and relevant to our existing listeners, while also being inviting and curious to new listeners. And when we look at something like Sundance, which is really a premier cultural event that happens every year and attracts the entertainment industry and die-hard storytellers, it just felt like a natural place for us to be.

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We always want to be intentional, stay authentic to the brand and be relevant to the audience that’s there. We wouldn’t want to show up at one of these events if we felt like the content wasn’t relevant or that Audible itself was something that wasn’t going to resonate. We want to make sure that we’re there with impact. Right now, we’re in the throes of putting our finishing touches on 2025; I love it and think this is such a key part of our marketing efforts. Amplification and social are enormously valuable. We’re definitely broadening beyond the U.S., and we’re looking at some key moments internationally, as well, that we can share more on soon.