#experiential-marketing

#experiential-marketing

All categories are arguably currently witnessing a desire from consumers for the real and tangible. As we enter a new AI-powered age of digital saturation, the physical experience is what matters and cuts through. Research shows younger generations starting to move away from social media, and there's evidence of a more widespread cynicism around digital platforms and services, summed up with the idea of 'enshittification'.

I'll never forget the first time I saw the power of a group gasp. Years ago, at a Baltimore Ravens game, a film I'd helped create played across the stadium's newly installed LED screens. In the climactic moment (a close-up shot as the kicker's foot struck the ball) the entire crowd seemed to freeze, breath held, before erupting in a wave of energy that swept the stands. That's because the shot was perfectly timed with the real kick-off that started the game.

Italian intimates brand Intimissimi has introduced a new marketing concept with the launch of its "Feel the Billboard" out-of-home campaign for its Ultralight With Cashmere collection. Set at street level, the billboards, which went up Monday night, have a wild posting aura as they invite passersby on the street to interact with it by inviting them touch and feel an enlarged swatch of the Ultralight With Cashmere materials, which is adhered to the advertising poster.

We sell candy and nuts, and started a popular 'dollar bin' promotion. It began when we found a big stash of Christmas goodies in May - and, well, May isn't exactly peppermint season. So our marketing manager, Adam Walsh, proposed that we put it out for a dollar. It was a hit. Now we pull out the bin whenever we have product we want to move quickly. Everything is clearly labeled if it's near the best-by date or a little broken - kind of like a scratch-and-dent sale, but for candy.

In its aspirational new campaign, the iconic car brand celebrates the dreamers, putting its fans behind the driver's seat in an ingenious new newspaper ad. Print ads have been around for centuries, so trying to reinvent the wheel isn't an easy task. Embracing simple, yet clever design, Mercedes proves that bold visuals can have a big impact and a timeless appeal without the need for flashy digital design.

The companies' announcement specifically mentions "co-branding campaigns," and cites Netflix's increasingly global lineup of programs - Brasil 70 - A Saga do Tri, South Korea's Culinary Class Wars and the U.K.'s The Gentlemen were all mentioned - as one of the factors behind it. As for what people can expect, the press release alludes to "consumer activations, title integrations, limited-edition packaging [and] digital promotions" as possibilities.

The way I think about community, I try to look at it through the lens of what would I be interested in, what do I want to attend?

At World Famous, every truck doubles as a stage, outfitted with cameras, livestreams and even Ring doorbell cameras. Brown, who calls himself "China Man Live" when streaming, oversees five food trucks along with four restaurant locations across Florida and Georgia. Customers don't just line up for food; they put on a show for his cameras. Some dance. Some rap. One woman even played the harmonica. Brown turned those moments into the "Chat with China Man" giveaway, a bracket-style competition where fans compete on camera for a $10,000 prize. The result is part restaurant, part reality show.

The most elusive and most desired members' clubs know that their real business is experience design.Every element - the guest list, the programming, the way a room feels at midnight - is engineered to make their members feel part of an unfolding story. Luxury brands hit the same note when they stop selling products and start creating truly immersive brand worlds that evolve over time.

The spirits industry is witnessing a revolutionary moment as Buffalo Trace Distillery breaks new ground with its first-ever traveling tasting experience. In an unprecedented move that signals a major shift in how premium bourbon brands connect with consumers, the legendary Kentucky distillery is taking its award-winning portfolio on the road this October with "Buffalo Trace Distillery On Tour." For hospitality professionals and beverage industry leaders, this development represents more than just another brand activation: it's a masterclass in experiential marketing that could reshape how premium spirits brands engage with their audiences across the country.

You could feel the energy bursting out of GAP's headquarters in San Francisco; even the city's mayor showed up. "I just spoke to the GAP employees who are back in the office five days a week starting today," said San Francisco Mayor Daniel Lurie. "GAP - thank you for leading the charge on the back to work San Francisco. Let's go." The white box from the company's latest viral campaign front and center welcoming nearly 2,000 employees back to the office.

"There's an amazing group of fans that might not be such experts in the game of tennis, but just love the culture. And it's a really fun space to be in,"

Spiro's Experiential Marketing Impact Report (EMIR), a proprietary study of over 2,000 consumers attending live CPG and tech events, revealed trust isn't a soft metric. It's one of the strongest predictors of purchase intent: over 90% of attendees who reported increased trust in a brand post-event went on to make a purchase. Where trust didn't increase, purchase intent dropped to just 34%.

Experiential marketing is now recognized as the backbone of connection with consumers, moving from being seen as a garnish in marketing campaigns to a core strategy.

A lot's said about the dominance of holding corporations in the marketing industry.

Samsung is advertising its Galaxy S25 series by offering free rides on The View Ferris wheel in Brussels, showcasing the capabilities of its Galaxy AI.