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They say, “Seeing is believing” but in the world of marketing, experiencing is what truly seals the deal. A more tangible and real interaction is what helps build genuine trust.
Today’s competitive environment means brands can not rely on catchy slogans alone. There needs to be something extra to make their customers pay attention; some moments when people can engage with the brand and remember it later. That is where experiential marketing comes in.
In recent years, brands have created many exciting interactive activations which have worked wonders for them. In 2024 alone, a total of $123.8 billion was spent on experiential marketing campaigns pointing to their growing value for businesses.
Read on as we discuss some of the most impactful experiential marketing campaigns that delivered results.
A marketing activity that allows customers to interact directly with the brand in live and tangible ways is in effect experiential marketing. It does not bank on just ads or posters. Instead, people get to experience the brand in a memorable way and create a strong emotional connection.
Experiential activations can take many shapes; they could be in the form of pop-up stores, immersive installations, XR brand activations or even live events.
Let us look at some smart experiential marketing examples that were the talk of the town for a long time.
Outdoor clothing and gear brand, The North Face, with the help of Bigger Agency, planned an exciting activation to launch its new range of products, the All-Mountain Purpose (AMP) collection. This line was a new concept so Bigger Agency set up interactive touch screens throughout multiple European stores to introduce it to customers. The screens let visitors go through the clothing line virtually giving them a chance to see how well they were suited for the mountaineering community.
Then there were exciting VR paragliding installations set up in these stores that let visitors virtually “fly” through the Alps.
The campaign was a huge success and created a long-lasting impact on the community, hence driving sales.
Although Red Bull has always been associated with extreme sports, and markets them well, this campaign easily takes the cake. Skydiver Felix Baumgartner teamed up with the brand and created the world record for the highest skydive by jumping off from 24 miles above the Earth's surface!
The entire event was live-streamed on YouTube and was viewed by over 8 million people, creating a record of its own. This activation created a massive buzz for Red Bull, way more than any kind of traditional marketing activity could have made.
When we talk about creating an emotional connection with customers, Coca-Cola’s “Hug Me” vending machine, emerges as a clear winner. This machine was first set up at a University campus in Singapore in 2012 and generated immense social media coverage.
In place of money, the machine traded hugs for drinks. This concept was so successful that many new machines were set up in countless public places across various other countries. Coca-Cola once again reinstated its association with moments of happiness and formed an even stronger bond with its customers.
Iconic beauty brand Prada set up pop-up flower shops across various locations to launch its perfume Prada Paradoxe Virtual Flower. These booths, set up in trucks, gave out virtual flowers and small samples of the perfume to visitors.
This created an exciting immersive experience for visitors who were lured in by the beautiful booths and the chance to smell their favourite brand’s perfumes without having to spend money on it first. The campaign had all the ingredients to be a hit and it surely turned out to be one.
Before launching the fourth season of its hit show “ True Detective”, HBO created massive excitement around it. It set up giant frozen billboards across Los Angeles and New York. These installations melted gradually to reveal what was hidden inside, creating quite a frenzy. Some blocks uncovered mysterious pieces of clothing while some had QR codes that could be scanned for another XR activation.
This campaign by HBO won hundreds of thousands of impressions across social media in a very short period of time.
Time and again, customers have wondered how exciting it would be to spend a night in an IKEA store. Capitalising on this popular desire, the company started a well-thought-out campaign to bring this experience to life.
They hosted a contest where 100 lucky winners were given the chance to sleep over at an Ikea store. The winners enjoyed an unforgettable night while they felt at home surrounded by different IKEA products. They were assigned personalised beds with snacks and drinks. There were also games and celebrity readings, all creating a once-in-a-lifetime experience for the winners and a strengthened customer base for the brand.
Another memorable activation was created by Lipton for its iced tea. The tea company set up interactive boards in different cities in Australia. At the push of a button, users were sprayed with a refreshing mist of water to help counter the heat.
This activation hit all the right notes with visitors. Customers saw that the brand cared for them and this helped Lipton earn their loyalty.
This campaign had art fans all over the world in a frenzy. It promised a ticket for two to spend the night in the magnificent Louvre in Paris to mark the Pyramid's 30th anniversary.
A contest was held after which the winners were served a grand dinner and drinks in the company of the magnificent Mona Lisa.
Airbnb’s “Night at the Louvre” contest was a masterclass in itself. The use of a world-famous site to generate media buzz worked wonders for the brand's popularity.
Who doesn’t want to be the star of their own fairy tale? Qatar Airways created something spellbinding for its customers by letting them feature in an AI movie where they could be the main characters. They could visit their dream destination and be a part of the video.
These tailor-made videos were an instant hit and are still very popular among customers. They give future travellers a sense of prestige. They let them know that the airline cares for them. The campaign made sure that the airline received great attention in the media and with customers too.
Experiential marketing can work wonders for any brand, big or small. The best part is it does not require a huge budget. Simple out-of-the-box ideas that attract attention and give visitors a good time are always successful in holding their interest.
And in this competitive world, if you have their interest, you have a chance to turn them into lifelong loyal customers.
