While appealing to different senses has been a highly successful way for marketers to connect their brands with the public over the years, the exciting and relatively new trend of ‘experiential marketing’ has released a cat among the pigeons of conventional marketing thought.
Experiential marketing, which can be defined as “as anything a customer can physically interact with, which rules out anything that sits purely on one channel”, takes many forms but ultimately brings the consumer into a brand’s universe. By giving brands ownership of these unique customer experiences, this tactic cunningly liberates marketers from the distractions that their communications often compete against on digital and traditional channels.
Over the past few years, B2C marketers have deployed some eye-catching experiential campaigns. The ‘House of Peroni’, for example, provided the public with an Italian cultural experience very much in line with the brand’s image as an authentic Italian product. Similarly, Red Bud’s supersonic Stratos skydive gave people across the world the ability to be a part of a record breaking stunt from the comfort of their own home, while at the same time sharing Red Bull’s daring brand identity with them.
While experiential marketing may not work for every organisation (Cement Incorporated presents ‘CementLand’ isn’t an experience we see Time Out covering anytime soon), for many brands it offers an invaluable opportunity to immerse the public in their brand identity and associate their products with good times.