The Power of Experiential Marketing
Definition of experiential marketing.
Experiential marketing is a strategy that aims to create memorable and engaging experiences for consumers, often involving some form of interactivity, immersion, or personalization. Experiential marketing can help brands stand out from the competition, increase brand awareness and loyalty, and generate word-of-mouth and social media buzz.
Advantages of experiential marketing for brands.
In 2023, experiential marketing is expected to grow and evolve, as brands leverage new technologies, platforms, and trends to create innovative and impactful experiences for their target audiences.
Examples of successful experiential marketing campaigns.
Here are some examples of brands that are winning through experiential marketing in 2023:
– Showtime: The premium cable network created a pop-up event at SXSW festival, inspired by its hit series Yellowjackets. The event featured an abandoned 1990s summer camp setting, with clues and Easter eggs from the show hidden throughout. Visitors could also participate in various activities, such as archery, arts and crafts, and trivia games, and win prizes and merchandise. The event generated buzz and excitement for the show among fans and new viewers alike.
Showcasing Brands Through Immersive Experiences.
Disney’s immersive experience celebrates its iconic animated films.
– Disney: The entertainment giant launched an immersive experience that showcases its iconic animated films, from Snow White to Frozen. The experience features interactive rooms, where visitors can explore the worlds of different movies, see original sketches and artworks, and take photos with their favorite characters. The experience also includes a VR section, where visitors can experience scenes from the movies in 360 degrees. The experience is a celebration of Disney’s legacy and a way to connect with fans of all ages.
Monet’s immersive exhibition uses projection mapping and sounds to bring paintings to life.
– Monet: The famous Impressionist painter is the subject of an immersive exhibition that uses projection mapping and sound to create a stunning visual spectacle. Visitors can walk among Monet’s most renowned paintings, such as Water Lilies and The Japanese Bridge, and see them come to life on the walls and floors. The exhibition also features a VR section, where visitors can explore Monet’s garden in Giverny and learn more about his life and work. The exhibition is a tribute to Monet’s genius and a way to introduce his art to new audiences.
Matriarch’s unique experiential campaign using social media and influencers to promote its products
– Matriarch: The beauty brand created a unique experiential campaign that leverages influencers and social media to promote its products. The campaign involves sending customized boxes of beauty products to selected influencers, who then unbox them live on Youtube, Instagram, or TikTok. The boxes contain personalized messages, QR codes, and AR filters that invite the influencers and their followers to join an exclusive online community, where they can access more content, offers, and events from the brand. The campaign is a way to create authentic and engaging interactions with potential customers.
Brands Winning Through Experiential Marketing Today.
Here are 9 companies that are known to use experimental marketing in the past.
- Showtime’s Yellowjackets pop-up event at SXSW festival
- Google’s interactive “Home Mini Donut Shop” to promote its smart home devices
- BMW’s “BMW I Experience” campaign promoting its electric vehicles
- Heineken’s “Departure Roulette” campaign offers surprise trips
- Nike’s “Just Do It” campaign and events such as marathons
- Coca-Cola’s “Share a Coke” campaign allows customers to personalize their cans
- Samsung’s “Samsung Studio” pop-up stores showcasing its latest products and technology
- Microsoft’s “Xbox One Hotel” campaign promoting its products
- Airbnb’s “Night At” campaign offers unique overnight experiences
The Future of Experiential Marketing
New technologies and trends in experiential marketing
Red Bull: Red Bull is known for its extreme sports events and sponsorships, which provide consumers with memorable experiences and a strong connection to the brand.
Nike: Nike’s “Just Do It” campaign is a prime example of experimental marketing, with the company sponsoring events such as marathons and providing interactive experiences at its flagship stores.
Coca-Cola: Coca-Cola has used experimental marketing to great effects, such as its “Share a Coke” campaign, where consumers could personalize their Coke cans with their names or those of their friends.
Airbnb: Airbnb has created unique and immersive experiences for its customers, such as the “Night At” campaign, which allowed consumers to stay in a specially designed Airbnb property for a night.
Google: Google has used experimental marketing to showcase its products and services, such as the “Google Home Mini Donut Shop” that was set up in New York City to promote its smart home devices.
Samsung: Samsung has created interactive experiences for consumers, such as its “Samsung Studio” pop-up stores that showcase the company’s latest products and technology.
Microsoft: Microsoft has used experimental marketing to promote its products, such as its “Xbox One Hotel” campaign, where gamers could stay in a room equipped with an Xbox One console.
Heineken: Heineken has used experimental marketing to create memorable experiences for its customers, such as its “Departure Roulette” campaign, where travelers were given the opportunity to spin a roulette wheel and go on a surprise trip.
BMW: BMW has created interactive experiences for consumers, such as its “BMW i Experience” campaign, where customers can test drive the company’s electric vehicles and learn about sustainable driving.
IKEA: IKEA has used experimental marketing to showcase its products and create memorable experiences for consumers, such as its “IKEA Breakfast in Bed Cafe” which was set up in London, where customers could enjoy a meal in a fully furnished bedroom.
Challenges and opportunities for brands in experiential marketing.
How Brands Can Leverage Experiential Marketing to Win Today.
- American Express: American Express has used experiential marketing to enhance the customer experience and increase brand loyalty, such as its “AMEX Platinum House” events that offer exclusive access to art exhibits, concerts, and culinary experiences.
- Amazon: Amazon has created experiential marketing campaigns to promote its products and services, such as the “Amazon Treasure Truck” which travels to different cities and offers customers limited-time deals on popular items.
- Lego: Lego has used experiential marketing to engage children and adults alike, such as its “Lego House” attraction in Denmark, where visitors can explore themed zones, build their own Lego creations, and even spend the night in a Lego-themed hotel room.
Experiential marketing can be used to create memorable and engaging experiences for consumers, and help brands stand out from the competition in a crowded marketplace. In 2023 and beyond, we can expect to see more innovative and impactful experiential marketing campaigns from brands of all sizes and industries, as they seek to connect with their audiences in new and meaningful ways.