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Experiential marketing has proven to increase brand engagement far more than any form of traditional advertising. 74% of consumers believe that they are more willing to buy from brands with whom they have engaged through marketing experiences.
Experiential marketing takes many different forms including pop-up experiences and immersive installations, that help engage target audiences by creating memorable environments. They allow customers to explore the brand’s world, interact with the product in life-like situations or sometimes even get acquainted with new products. These pop-ups create such memorable interactions that the brand stays in the minds of customers long after the event has ended.
Brand engagement can be increased in various ways and the results it delivers are always worth the effort.
Brand engagement is the connection a brand builds with its audience, where there is an emotional attachment rather than just a transactional one. There is more to this relationship than just product promotions. It makes sure that the customers are invested in the brand’s values and identity.
High brand engagement means higher customer loyalty and positive word-of-mouth. The result is increased customer retention over time.
Research suggests that when customers are engaged, there will be 51% more revenue and sales generated. So let’s find out how to increase brand engagement.
Companies looking to increase their brand engagement can use the following strategies.
Interactive pop-ups are temporary, experiential set-ups that are designed by brands to better engage audiences through immersive experiences. Unlike traditional marketing, which is often one-way communication, interactive pop-ups actively involve visitors, offering them a memorable, physical connection with the brand.
These spaces might use XR technology (such as VR, AR, or touch screens), art installations, live demos, or themed activities to create a unique and interactive setting.
The North Face has repeatedly employed interactive pop-up experiences to stay connected with its target customers.
This experiential activation was centred around The North Face's All-Mountain Purpose (AMP) collection. This collection was designed to suit all adventures including mountaineering, mountain biking, and paragliding. The purpose of this brand engagement was to make customers aware of the line’s versatility, and how it was suited to outdoor enthusiasts and adventurous urban consumers alike.
Visitors could experience an engaging VR paragliding simulator that offered an immersive look at The North Face's outdoor themes. Interactive touchscreens allowed visitors to explore various products in the AMP collection.
This experience resulted in increased brand visibility on social media as influencers and participants shared content from the activation. The setup also encouraged visitors to sign up for The North Face’s XPLR PASS program, connecting attendees to future brand activities.
The North Face collaborated with Strava to inspire runners across Europe, encouraging them to complete a 100K distance challenge. This activation was planned to celebrate the VECTIVTM footwear collection.
Participants who completed the run had a chance to win The North Face running gear, VECTIV™ shoes, and a trail-running weekend in the Alps with a team member from The North Face Athletes.
The campaign included local Fastest Known Time (FKT) challenges and live-tracking features. Digital out-of-home (OOH) screens across major European cities displayed real-time runner stats pulled directly from Strava. Through in-app integration with Strava, the activation enabled runners to join the challenge, track their progress, and share achievements.
The campaign attracted over 500,000 runners, with more than half completing the 100K challenge. There was widespread online engagement and the live stats helped create the event’s social buzz and brand presence.
A 3-day outdoor festival was held at the base of the Eiger mountain for The North Face's adventure-loving audience.
The festival included chances to go climbing, hiking, and trail-running led by well-known The North Face-sponsored athletes. There were also art installations and campfires. Wooden domes hosted a variety of events, from inspirational talks to live music and workshops, all set against a backdrop of nature.
The festival promoted The North Face as a brand that values exploration and sustainability and creates positive, shareable moments. This experience encouraged attendees to share content on social media, increasing visibility that resonated with environmentally-conscious adventurers.
Climbing has become quite popular and the brand made use of that to create this experiential campaign. The North Face created walls that could be scaled to bring people together across many cities in Europe.
There were climbing and bouldering experiences in this campaign with RFID touchpoints to track progress. Live performances, storytelling, and fun activities made for a lot of excitement turning each pop-up into an immersive experience.
The North Face provided group events in urban areas and made its bond with the climbing community stronger. The use of social media sharing encouraged brand engagement both on-site and online, building a stronger brand presence.
So how can a brand create a successful pop-up experience that delivers? Let us find out.
If a brand wants its visitors to become active participants rather than just passive observers it needs to create an immersive environment. Pop-up activations that are also immersive allow visitors to experience the brand in a memorable way.
Interactive experiences through touch screens and simulators create a life-like feel, holding visitors' attention. When visitors can browse collections on an interactive screen, or simulate real-life activities like paragliding or climbing, they engage more deeply.
Incorporating social media, influencer collaborations, and community-building opportunities helps expand the reach of pop-up experiences. Visitors take pictures and record videos and then share these moments on platforms like Instagram, creating an organic promotion.
Interactive pop-up experiences can prove to be quite effective at creating meaningful and lasting brand engagement. When brands use innovative technologies, immersive environments, and active social media involvement, they create memorable experiences that resonate deeply with audiences.
