Experiential Marketing: Why the worlds best brands use it!
Humans respond to visual stimuli in a way that makes experiential marketing campaigns successful with visual information processed more quickly and deeply than other forms of information. When we 'see' an image, we form an immediate emotional connection with it, which can be a strong motivator for action. Remember too that visual information is easier to remember making it more likely that a person will recall a brand or product associated with a visually appealing experience
Experiential marketing campaigns create a memorable, emotional connection between a customer and a brand through immersive, hands-on experiences
The human brain is wired to respond to visual information, making it a key component of successful experiential marketing campaigns. By creating visually appealing experiences, brands can engage customers in a way that creates a lasting emotional connection, leading to increased brand recognition and customer loyalty. Its no wonder then that the most memorable brands use experiential marketing in creative, meaningful forms. Here are a few examples:
Pop-Up Shops
Brands set up temporary retail spaces to showcase their products and create a unique shopping experience for customers
Example:
Interactive Events
Brands host events that engage customers in hands-on experiences, such as product demonstrations, workshops, or immersive installations, the metaverse will be home to a feast of daily brand events open to 'the world'
Example: (1) Lego were amongst the first to link geo-location AR with virtual interactive pop-up stores and themed characters (2) On November 10th, 2020, the first official Metaverse concert using Roblox took place, featuring a performance from Lil Nas X. The concert was uploaded in its entirety to Nas X's YouTube channel on December 14th, gaining over 7.6 million views in just over a year, powerful reach!
Product Sampling
Brands offer customers the opportunity to try their products in real-life situations
Example: (1) Augmented Reality cars on the driveway (2) IKEA are most notable for placement of furniture (virtually) inside customers rooms (3) We worked with Bang & Olufsen's creative teams to place their highly visual design led TVs and speakers in users living spaces virtually using AR
Virtual Reality Experiences
Brands tell stories, entertain, educate and inform using VR to create immersive experiences that allow customers to interact with their products in a digital environment
Example: We worked with Engie and used VR to inform school children the paths gas and electricity take from core elements to our homes encouraging safe and responsible use
Influencer Marketing
Brands partner with influencers to create personalized experiences and content that resonates with their target audience
By utilizing experiential marketing, global brands build stronger relationships with their community (note community before customers) whilst creating a lasting emotional connection that differentiates them from their competitors, we enjoy working with creatives, brands and their agencies to deliver some of the most impactful engaging experiences
Vincent McAtamney | Founder, VINTec