Experiential marketing, often called engagement marketing, is about creating memorable and interactive experiences for your target audience. These experiences can take many forms, such as in-person events or virtual brand experiences. The key to experiential marketing is that it’s immersive, making it stand out in the minds of customers, leaving a lasting impression that traditional marketing methods may not achieve.
Unlike standard events, experiential marketing offers something unique that reflects a brand's values and personality. These campaigns often use new technologies, like virtual reality, to allow direct engagement in both online and offline settings. By engaging customers in a hands-on and creative way, brands create a deeper connection with their audience, encouraging more meaningful relationships and stronger brand loyalty.
Why Experiential Marketing Matters
In today’s competitive business landscape, brands need to do more than just promote products; they need to create memorable experiences. Experiential marketing offers businesses a powerful tool to grab attention, spread brand awareness, and ultimately build a loyal customer base. These events stand out because they offer a unique and hands-on experience that people are likely to remember and share.
When people participate in an experiential campaign, they are more likely to talk about it and share it with others, especially on social media. This can amplify the reach of the campaign far beyond the initial attendees, increasing brand visibility. Many brands encourage sharing by offering incentives, like using a campaign hashtag or entering a giveaway.
An executed experiential marketing campaign can turn a simple lead into a passionate brand ambassador. For new product launches, experiential marketing works particularly well as it introduces your audience to your product in a dynamic and exciting way. It gives potential customers a chance to experience the product firsthand, sparking interest and excitement.
Real Life Examples of Experiential Marketing Campaigns
Let’s dive into some real life examples of brands that have used experiential marketing effectively. These campaigns not only provided entertainment but also created lasting memories for participants, fostering brand loyalty.
1. Adidas (Jump with Derrick Rose)
Adidas created a unique pop-up store called the D Rose Jump store, named after NBA star Derrick Rose. The concept was simple: all the shoes in the store were free, but they were placed 10 feet high, and customers had to jump as high as Derrick Rose to get them.
This experience was more than just a chance to get free shoes; it was a reminder of Rose’s journey, from humble beginnings to basketball stardom. Set up in a Hackney community center, the campaign aimed to inspire kids and connect the brand with their dreams. Not only did it create hype around Adidas products, but it also allowed participants to meet Rose, creating a lasting, positive impression.
2. Kit-Kat (Free No WiFi Zones)
Kit-Kat used its famous slogan, "Have a break, have a Kit-Kat," to create a memorable experiential campaign in Amsterdam. They set up "No Free WiFi Zones," where internet connectivity was blocked, forcing people to unplug and take a break from the digital world.
The simple yet impactful experience encouraged people to relax, talk to others, and enjoy a Kit-Kat bar. It was on-brand, clever, and created a pause in the usual hustle and bustle of everyday life. Kit-Kat turned this small break into a fun and engaging experience that left people thinking about the brand in a positive light.
3. M&M (Flavor Rooms)
M&M took engagement marketing to another level by inviting consumers to take part in choosing new M&M flavors. They set up an immersive pop-up experience in New York City, where participants could explore different "flavor rooms," each themed to match the flavor it represented.
This colorful and fun experience encouraged people to not only enjoy the different flavors but to share their experience with others on social media. By involving their customers in the product development process, M&M strengthened their connection with their audience while generating buzz for new flavors.
4. Warner Bros (Barbie Movie Selfie Generator)
Warner Bros targeted millennials, who grew up with Barbie, by offering an interactive experience through the Barbie Movie Selfie Generator. This tool allowed fans to turn their selfies into personalized Barbie movie posters, immersing them in the Barbie world.
The campaign became a huge success, with many fans sharing their movie posters on social media, creating excitement and anticipation even before the movie’s release. Although it was an online campaign, it still provided an interactive and immersive experience that resonated deeply with the target audience.
5. WestJet (Christmas Miracle)
WestJet’s Christmas Miracle campaign became a viral sensation because it was heartwarming and unexpected. The airline asked passengers what they wanted for Christmas and then surprised them by delivering their gifts as they landed.
This emotional experience resonated with viewers worldwide, garnering millions of views in just a few days. It helped position WestJet as a brand that truly cares about its customers, especially during the holiday season. The campaign’s emotional impact built strong brand loyalty and positive sentiment.
6. Netflix & Baskin Robbins (Scoops Ahoy)
To celebrate the popular TV show Stranger Things, Netflix teamed up with Baskin Robbins to create an immersive experience that brought the fictional Scoops Ahoy ice cream parlor to life.
The campaign included not just a physical pop-up store but also a limited edition ice cream flavor called "USS Butterscotch," which was sold nationwide. This unique collaboration helped deepen the connection between fans and the show, drawing them to Baskin Robbins for a taste of the Stranger Things universe.
7. Coca-Cola (2018 World Cup AR Campaign)
Coca-Cola used augmented reality to make their sponsorship of the 2018 World Cup even more interactive. They set up an AR screen in Zurich’s train station, allowing people to show off their football skills and even compete against football stars like Xherdan Shaqiri.
This fun and engaging experience created a positive memory associated with Coca-Cola, making the brand more relatable and exciting for football fans, while also tapping into the global World Cup audience.
8. Disney (The Mad Hatter Surprise)
To promote Alice through the Looking Glass, Disney surprised park goers at Disneyland by live-streaming a digital Johnny Depp as the Mad Hatter. When the character on the screen suddenly came to life, guests were thrilled and even hugged the character in excitement.
The event turned into a viral campaign when Disney shared the guests’ reactions in a video that garnered millions of views. It combined an intimate experience with a wide reaching digital campaign, showcasing Disney’s knack for creating magical moments that resonate deeply with their audience.
9. IKEA (In-Store Sleepover)
IKEA turned a Facebook group’s dream into a reality when they organized an in-store sleepover for 100 lucky customers. Originally sparked by a group called "I wanna have a sleepover in IKEA," the campaign attracted tens of thousands of people. IKEA capitalized on the idea by offering mattress experts to help customers purchase the mattresses they slept on.
This fun, unique event not only generated excitement but also reinforced the brand’s reputation as a place where customers can truly experience their products in a fun, memorable way.
10. Lean Cuisine (#WeighThis)
Lean Cuisine launched a powerful experiential marketing campaign by challenging the way society views women’s bodies. They asked women to share what they felt they should be judged by instead of their weight.
The responses were turned into an installation and shared online with the hashtag #WeighThis, encouraging others to participate. This emotional and meaningful campaign created a conversation that went far beyond a typical marketing strategy, showing Lean Cuisine’s commitment to empowering women.
Final Thoughts
Experiential marketing has proven to be an effective way for brands to engage with their audience in a meaningful and lasting way. By creating memorable experiences that reflect a brand’s values, companies can build stronger relationships with their customers, increase brand awareness, and inspire loyalty. Whether through live events, pop-ups, or virtual experiences, experiential marketing offers endless opportunities to connect with your audience in fun and interactive ways.
By integrating these kinds of immersive campaigns into your marketing strategy, you can create powerful moments that resonate long after the event ends. If you're looking to bring your brand to life, consider how you can incorporate experiential marketing to make a real impact.
