Over the past few weeks, a larger crowd has joined in on the thrill of standing in line. They wait with anticipation in lengthy queues to get their hands on complimentary show goodies and meet other industry aficionados. Participants wholeheartedly express their gratitude from dawn to dusk. They transform what’s become a boring chore back into the exciting, fun social fest it once was.
Maryam, who joined the queue at 5:00 AM, exemplifies the enthusiasm shared by many. She highlights the social aspect of queuing, stating, “I get to meet new people and have a really nice time.” This feeling resonates with the rest of the folks in queue. They network with each other, swap contact information, and cultivate a lively spirit of camaraderie.
For Phillipa Obisor, who is newer to queuing than most but quickly learning to love it, the positive experience is contagious. She says she enjoys the waiting “fun” and hopes to do so again, particularly since there are tempting free gifts involved. “They’re giving out free products – a whole bag of goodies,” she exclaims, emphasizing the appeal of these incentives that draw people from their homes into long lines.
Marketing professionals might know this trend outside the industry as a smart branding tactic brands use to get into consumer’s heads. Millie Davison, marketing manager at One Events UK, reinforces the marketing potential of queuing for brands. She feels it does, so that they can “cut through the noise and stand out” in a very oversaturated market. By providing them with an exclusive product, experience, or service, brands can introduce leads to a company in a way that stands out and sticks in their memory.
Psychologists provide a second important key to understanding why people wait. Dr. Nilufar Ahmed from the University of Bristol, who voiced her concerns in written evidence, explains an interesting aspect. The promise of a future prize is an immense incentive to get people to stand in line. That surprise and delight aspect activates the brain’s reward circuit, releasing feel-good chemicals like dopamine and amplifying the pleasure of looking forward.
Our queue Shannon Louise Brown, an artist making work about queuing, illuminates the collective power of the queue. She thinks it fosters a “little community” of people with similar interests. She finds value in forming friendships during these experiences, noting, “It’s really good to meet new people from different backgrounds.” This social interaction injects another layer of enjoyment that many people find irresistible.
Indeed, others have expressed similar feelings about the camaraderie found in waiting in line. Christina Spence articulates the thrill of waiting: “Queuing up is exciting and exhilarating – the build-up of walking in and thinking ‘I’m finally here.’” This enthusiasm isn’t solely because of the allure of free product — it’s the idea of being involved in something bigger than themselves.
Freebies are no joke in this industry. Participants such as Tahira Jan highlight that what matters most is that participants have a positive experience throughout the program. “It’s more about how enjoyable something is,” she states, adding that engaging activities like photobooths and games can enhance the overall atmosphere. “When there is a photobooth or games to play, it’s so much more fun,” she adds.
This trend hasn’t escaped the attention of industry watchers in the marketing space. Nas Ganev, Vice President of Experience at AEG, explains that consumers are favoring experience-driven media—particularly when experiences are connected to unique benefits. “People love the exclusivity and the feeling of being ‘in the know,’” he explains, pointing out that many attendees often document their experiences online. “They’re fun, they’re free, and they often come with cute goody bags – which my audience loves.”
As this direct-to-consumer trend expands, it will be interesting to see how it may change our future approaches to consumer engagement and marketing tactics. Smart brands will adjust their tactics to be the ones who create these types of immersive experiences that build real community and connection.
