Three of the Most Exciting Trends in Experiential Marketing.
Experiential marketing is reshaping traditional advertisements by allowing consumers to fully immerse themselves in and engage with brands. However, experiential marketing is an umbrella term that can take many different forms. In order to understand the many facets of this new wave of advertising, I will highlight three of its top trends, according to a report done by George P. Johnson Experience Marketing.
The first is advertisements that combine both physical and digital elements. By doing this, brands allow the consumer to explore and play with the information that they are given. Therefore, they feel like they have control over what they are learning about that particular brand. An example of this is IBM’s Flip Wall. By spinning blocks around, people could learn more about the human stories behind the statistics and photographs displayed. A QR code then allowed them to engage digitally with stories that they connected with.
The second is sensorial immersion. Experiential marketing is unique in that it has the ability to tap into all the senses, making it more impactful. Dolby Soho’s multisensory playground is an example of this. It includes audio and visual content, such as music, film, and gaming, as well as interactive workshops and exhibits.
The third is story-living. Not only is this immersive technology multisensory, but it also allows participants to fully integrate themselves into the brand. At SXSW in 2018, HBO recreated their popular show Westworld, enabling fans to feel as if they were living inside the series. By being able to interact with characters from the show, as well as be on set, they were able to experience the excitement and joy of being characters themselves.
Overall, each of these trends highlights the importance of immersive brand experiences. It is no longer enough to settle for a traditional, visual form of advertising. Rather, marketing should wholly engage the consumer.
Contributors: Written by Katherin Chacon, Illustration by Amanda Song