‘Experiential Marketing’ - What Does It Really Mean?

You may have heard the term ‘experiential marketing’ floating about a lot recently. It’s the buzz word that everyone says and marketers all want to do some “experiential marketing”. But what does it really mean within the marketing and advertising community?

There’s little difference between experiential marketing, experiential advertising or experiential brand activation. Essentially, it’s a promotional technique used to engage an audience with a brand without them knowing it; cunning right? The techniques contribute to something known as brand activation. The best are those that stir genuine, positive emotions in people, hence why fun, immersive and memorable brand events prosper. Benefits arise in the future when people begin associating certain emotions felt at the event with a brand. Let me provide an example. SWC Partnership, a full service marketing agency worked with the airline, Eurowings, to host an interactive slow motion booth in which videos were shot of people who had attended the event. Props and strong visual backgrounds were used to create a fun, quirky, and unique experience. Take a look here:


One famous content marketing campaign of the last 5 years you may remember was the Red Bull, Felix Baumgartner, ‘Stratos Jump’, where Baumgartner jumped to Earth from a helium balloon in the Stratosphere. Crazy, memorable, genius! https://www.youtube.com/watch?v=dYw4meRWGd4. The event was amazing for those who live streamed, but perhaps lacking in physical involvement; something that couldn’t be said for the Adidas ‘D Rose Jump Store’ in London. Fans could win a free pair of trainers providing they could knock them off the shelf, which happened to be 10ft in the air. It was a relevant, exciting and memorable experience for all who took part. https://vimeo.com/99136533

Where the ‘D Rose Jump Store’ was a strong campaign, the lack of physical involvement in the ‘Stratos Jump’ meant it was treading the fine line of just a PR stunt – history suggests physical involvement is crucial in the success of this style of campaign.

The future looks bright for experiential marketing; especially when campaigns are integrated with digital elements to help measure campaign deliverables and KPIs.

Thinking your brand needs a piece of the action? Get in touch and contact us here.

  • Service provided Uncategorised

See also

A coffee with Ado…

SWC chat with Estro Pizza & More founder about his new casual dining venture that’s launched in Tunbridge Wells. SIMON: Why don’t you start off by telling us a bit about yourself? ADO: I’ve been in the industry for 20 years. I started by working in casual dining restaurants in London and then I started the take-away-focused pizza […]

Read more

MAD//FEST: ‘Power of the Podcast’

Authentically reaching your audience through the ‘Power of the Podcast’ In November I was a delegate at MAD//FEST in Brick Lane; a new informal conference, jam-packed with innovative, engaging and insightful content. The ultimate hub for creativity. The second of the two days began with keynote speaker Katie Piper, joined by Steve Ackerman, MD, Somethin’ […]

Read more
SWC logo