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: