Grabbing people’s attention and leaving a lasting impression has become tougher than ever. Traditional marketing tactics can feel a bit, well, traditional. So how does your brand stand out from the crowd? The answer: Experiential marketing.
We have 11 incredible examples of experiential marketing campaigns that will explain how this powerful strategy can take your brand from ordinary to extraordinary.
Is Experiential Marketing Effective?
Yes, experiential marketing is highly effective. Here are 5 simple facts that show the effectiveness of experiential marketing:
- 40% of consumers feel more brand loyalty after participating in an experience.
- 85% of customers are more likely to purchase the product or service after experiencing it.
- 70% of customers keep coming back to a brand after they have experienced it once.
- Almost 96% of millennials who interact with a brand like to take photos or videos and then post them on the internet.
Best Experiential Marketing Examples You Can Learn From
Here are 11 experiential marketing strategies that show how things are done differently. Let’s take a look to get inspired and rethink how you connect with your audience.
1. Red Bull Stratos
In 2012, Red Bull sponsored Felix Baumgartner’s attempt to become the first person to break the speed of sound in a freefall jump from a helium balloon hovering near the edge of space. Baumgartner reached a record-breaking speed and became the first human to skydive from that height.
But how was this experiential marketing? Red Bull built the entire event around their brand image. The message? Red Bull gives you wings. With this audacious jump, Red Bull associated itself with pushing limits, defying expectations, and achieving the seemingly impossible.
Strategies & Techniques You Can Learn From This Experiential Campaign
Create An Event Unlike Any Other
It was about creating an unforgettable experience for viewers. This “Oh My God” moment is what experiential marketing is all about – creating a buzz and emotional connection with your brand.
Livestream For Global Reach
The jump was streamed live around the world. This real-time element added excitement and danger that traditional advertising couldn’t match.
It attracted a huge audience, with 8 million people watching on YouTube. In total, 52 million viewers watched the record attempt live through a network of 280 digital partners. This made it the most-watched live-streamed event ever.
Own The Social Media Feed
Red Bull used social media: they created a hashtag, encouraged audience participation, and live-streamed the jump.
Focus On Human Achievement
Red Bull built its brand on the idea of pushing boundaries. Stratos was a feat of human achievement as the focus was on Baumgartner’s courage and skill that grabbed attention and showed what Red Bull stands for – defying limits and achieving the impossible.
2. Coca-Cola “Happiness Machine”
Coca-Cola placed a regular vending machine in a busy college cafeteria. Students went about their day, some stopping to buy a drink. But instead of the usual cans, the machine dispensed all sorts of unexpected goodies – pizza, fries, movie tickets, even cash.
The reactions were priceless – pure surprise and delight. The entire event was filmed by hidden cameras that captured the genuine joy of the participants.
Strategies & Techniques You Can Learn From This Experiential Campaign
Surprise & Delight
The unexpected nature of the rewards is what made this campaign so impactful. The surprise factor created a positive emotional connection with the brand.
Focus On Engagement
Experiential marketing efforts aren’t a one-way street. The “Happiness Machine” encouraged participation. Students had to interact with the machine and not just passively watch an ad which created a more memorable experience.
The Power of Sharing
People love to share positive experiences with others. The “Happiness Machine” campaign went viral because the surprise and joy were contagious.
3. IKEA Sleepover
IKEA’s sleepover had contest winners spend a night in the IKEA store. They weren’t just sleeping there, though. They built pillow forts, played games, enjoyed movie screenings, and most importantly, tested out all the beds.
Breakfast was included, and there were even sleep experts on hand to give tips for a good night’s rest. This created a fun and interactive experience that went beyond just selling products.
Strategies & Techniques You Can Learn From This Experiential Campaign
Tap Into Nostalgia & Dreams
They capitalized on people’s fondness for childhood sleepover memories by offering a grown-up version in a familiar setting. Think about what nostalgic experiences resonate with your target audience and how you can recreate them in your campaign.
Create A Shareable Moment
The unique nature of the IKEA Sleepover guaranteed people would talk about it. Think about ways to create a buzz-worthy experience that people will want to share with friends and family on social media.
Offer Exclusive Access
Being part of a select group chosen for a special event is exciting. The IKEA Sleepover created a sense of exclusivity that boosted its appeal. Consider offering limited spots or VIP experiences in your campaign to generate excitement.
4. Lean Cuisine “#WeighThis”
With 1 in 20 online searches being health-related, it’s clear people are constantly worried about weight and appearance. Lean Cuisine’s “#WeighThis” campaign was a bold experiential marketing move that aimed to shift the conversation around self-worth.
The campaign itself was an interactive art installation with scales that didn’t measure weight. Instead, people wrote down what truly mattered to them, things like accomplishments, relationships, and passions. These responses were then displayed on the scales which created a powerful message about valuing things beyond the number on the scale.
Strategies & Techniques You Can Learn From This Experiential Campaign
Challenge The Status Quo
Lean Cuisine didn’t shy away from a sensitive topic. They challenged traditional diet culture and offered a refreshing perspective on health and well-being. Consider how your experiential marketing campaign can spark a conversation or challenge assumptions in your industry.
Focus On A Cause Your Audience Cares About
Lean Cuisine addressed a relatable issue – the pressure to focus solely on weight. Think of aligning your campaign with a cause your target audience cares about to build a stronger connection.
Deliver A Powerful Message
Lean Cuisine offered a message of self-worth and empowerment. Think about the message you want to convey with your campaign – it can be just as important as the experience itself.
5. HBO “Westworld: The Experience”
Die-hard fans with Comic-Con badges could score an appointment for a taste of Westworld itself. They entered a Delos Destinations office (the company that runs the park in the show) and browsed Western-style weapons and costumes.
Then, things got interactive. Actors in character as Westworld staff conducted a personality evaluation and asked questions that blurred the lines between reality and the show’s fictional world.
Strategies & Techniques You Can Learn From This Experiential Campaign
Leverage The Power Of Storytelling
The Westworld experience used actors and a pre-established fictional world to create a compelling narrative. Consider how storytelling can add depth and memorability to your live marketing campaign.
Tap Into Existing Interest
HBO connected to a popular show to leverage a built-in fan base. Think about how your live marketing campaign can tie into current trends or existing customer interests.
Generate Shareable Content
The uniqueness of “Westworld: The Experience” practically guaranteed people would share their photos and stories online. Design your live marketing event to be social media-friendly.
6. Volkswagen Piano Staircase
Volkswagen installed special keys on the steps of a busy subway station. Each step played a musical note when stepped on. People walking by couldn’t resist the urge to play a tune and turn their commute into a playful moment.
The surprised smiles and spontaneous melodies were captured on hidden cameras, making for a heartwarming and engaging video. This unexpected twist on a simple activity grabbed attention and created a positive association with the Volkswagen brand.
Strategies & Techniques You Can Learn From This Experiential Campaign
Make The Ordinary Extraordinary
This campaign took a simple everyday object, the staircase, and transformed it into something unexpected and delightful. Think about how you can add a surprising twist to a familiar experience in your campaign.
Make Participation Easy & Accessible
Anyone could walk on the piano stairs. This ease of participation is key to successful experiential marketing. Design your campaign to be effortless and inclusive for your target audience.
Integrate Your Brand Message
Volkswagen’s message of “fun” was woven into the entire experience. Make sure your brand message is clear and resonates with the activity in your campaign.
7. Refinery29’s 29Rooms
Every year, this event transforms a physical space into a series of unique rooms, each designed by a different artist or brand.
You get to explore installations that challenge your senses and spark conversations. It creates a memorable experience and has become a social media darling.
Strategies & Techniques You Can Learn From This Experiential Campaign
Create A Multi-Sensory Experience
29Rooms appeal to sight, sound, touch, and even smell. Think about how you can engage multiple senses in your marketing campaign to create a more impactful experience.
Focus On Shareable Moments
29Rooms are designed to be Instagram-worthy. When crafting your campaign, see how you can create visually striking or unique experiences that people will want to share online.
Embrace Social Causes & Purpose
29Rooms isn’t afraid to tackle important social issues. Consider how you can weave a sense of purpose or social responsibility into your experiential marketing efforts.
8. Adidas “Runbase”
Runbase was a pop-up gym unlike any other. It offered a unique training experience – obstacles, climbing walls, and treadmills with virtual reality landscapes.
Runners could push their limits in a fun and challenging environment. Plus, motivational coaches and personalized training tips helped participants achieve their running goals. They even hosted social events like movie nights and group runs.
Strategies & Techniques You Can Learn From This Experiential Campaign
Focus On Experience Over Product
Runbase wasn’t just a place to buy shoes. It was a place to experience the joy of running in a new way. Think about how you can design your campaign to focus on creating a memorable experience for your target audience, rather than just pushing a product.
Connect With Your Audience On A Personal Level
Runbase experiential marketing events provided opportunities for runners to interact with Adidas representatives and fellow enthusiasts. Consider ways to create personalized interactions within your campaign.
Create A Sense Of Community
The group runs and events at Runbase brought runners together. Find different methods to use your campaign to build a community around your brand.
9. Budweiser “Whatever USA”
Budweiser’s “Whatever, USA” pop-up bar was anything but generic. The bar itself transformed depending on the city it visited – a southern-style porch swing in Nashville or a Hollywood movie set scene in Los Angeles.
Each location offered unique experiences, local craft beers alongside Budweiser, and a chance for people to connect and celebrate their individuality. The idea? Everyone feels welcome, no matter their background or preferences.
Strategies & Techniques You Can Learn From This Experiential Campaign
Celebrate Your Audience’s Diversity
“Whatever, USA” didn’t try to be all things to all people. Instead, it embraced the variety within its audience. Create your campaign in a way that acknowledges and celebrates the unique qualities of your target market.
Create A Sense Of Place
Themed rooms in the pop-up bar took visitors to different environments. Think about how you can design a physical space or online experience that feels unique and immersive for your target audience.
Focus On Inclusivity
The campaign’s message was clear: everyone is welcome. Create an inclusive and welcoming atmosphere in your experiential marketing campaign.
10. Google “Building a Better Bay Area”
Google’s “Building a Better Bay Area” campaign took a different approach. This initiative focused on community engagement and social impact.
The campaign focuses on several areas, like funding affordable housing projects and hosting community events. They partnered with local organizations and even launched a competition with a million-dollar grant for ideas that improve the Bay Area’s quality of life.
Strategies & Techniques You Can Learn From This Experiential Campaign
Focus On Community Needs
People connect with brands that share their values. Identify a cause relevant to your target audience and design your campaign to make a positive impact.
Think Beyond Promotion
This campaign isn’t a sales pitch. It is about building relationships. Consider how your experiential marketing can create long-term value for your audience, rather than just focusing on short-term promotion.
Offer Tangible Value
Google provided resources and workshops that directly benefited participants. Find different ways of event marketing in which your campaign can offer real value to your target audience.
11. Nike “House of Go”
Nike took over spaces in cities around the world and turned them into immersive experiences focused on the shoe’s features. Walking through tunnels lined with soft foam, jumping into a ball pit filled with bouncy bubbles, or sliding down a giant ramp – everything was designed to highlight the lightness, softness, and responsiveness of their Epic React shoes.
People got to experience these qualities firsthand which made the connection between the product and its benefits much stronger.
Strategies & Techniques You Can Learn From This Experiential Campaign
Create A Sense Of Discovery & Surprise
The unexpected elements at the House of Go kept visitors engaged and wanting more. Consider ways to add surprise and novelty into your campaign to capture attention.
Turn Your Product Into An Experience
The House of Go was about letting people experience the feeling of pushing their limits with Nike products. Think about how you can transform your product into an interactive experience for your target audience.
Partner With Inspiring Figures
The presence of elite athletes added excitement and credibility to the House of Go. Partner with influencers or experts relevant to your target audience
Benefits & Challenges Of Experiential Marketing
Let’s explore the pros and cons of experiential marketing to see if it is the right fit for your brand.
| Pros | Cons |
| Enhances brand recall through unique & engaging experiences. | Often more expensive than traditional advertising because of venue, setup, and technology costs. |
| Develops deep emotional bonds between the brand & its consumers. | Difficult to replicate success at scale, as experiences are often location and time-specific. |
| Generates word-of-mouth & social media buzz which increases organic reach. | If poorly executed, it can create negative publicity and customer dissatisfaction. |
| Direct interaction with consumers provides immediate feedback on products & marketing. | Uncontrollable elements like weather, turnout, and technical issues can influence the success. |
| Engaging experiences can increase customer loyalty and advocacy. | Tracking ROI and the effectiveness of experiential campaigns can be more complex compared to digital campaigns. |
How To Start With An Experiential Marketing Campaign? 7 Simple Steps To Success
Wasn’t it exciting to see those experiential marketing campaigns we shared? If you are thinking about creating a similar experience with people talking about your brand, here are 7 simple steps to get you started.
Step 1: Set Target Outcomes & Benchmarks
First, decide what you want from your experiential marketing campaign. Here are some questions to get you started:
- Do you want to introduce your brand to a new audience?
- Is gathering information about your target audience a priority?
- Do you want to build stronger relationships with existing customers?
- Are you looking to generate leads or directly sell products at the event?
Now set benchmarks to measure success. Look at past marketing efforts and research industry averages. Here are examples:
- Number of new leads generated
- Website traffic driven by the event
- Social media mentions of your brand
- Sales figures directly tied to the campaign
Pro-Advice: If your experiential marketing campaign has a bigger budget, create a pitch deck to get buy-in from partners or higher-ups.
Step 2: Profile Your Ideal Participant
Identify who would benefit the most from attending your experiential campaign. This profile details their characteristics, interests, and motivations.
Step 3: Design A Memorable Brand Experience
You have to create an experience that engages all 5 senses and leaves participants with a moment that resonates on an emotional level – something they will remember and talk about long after they interact with your brand.
Step 4: Plan The Logistics
The secret behind the success of any experiential marketing campaign is its smooth execution. You have to take care of all the behind-the-scenes details that make your experience run flawlessly. Detail every aspect of the event, including:
- Timing
- Budget
- Location
- Staff needed
- Technology requirements
Step 5: Create A Buzz
The pre-event hype and post-event chatter help create excitement and anticipation around your campaign. You want people talking about it before, during, and after. The goal is to create a sense of “must-attend” and get your target audience hyped to participate.
For this, drip-feed information about your campaign in the weeks leading up to it. Share short, intriguing social media posts that hint at what is to come without revealing everything.
While social media is a fantastic tool for building organic reach, don’t forget Google Ads to amplify your experiential marketing campaign. It might seem like a costly option but here’s the good news: Google Ads rewards quality. So make captivating ads to get better ad placement and stretch your budget further.
Here’s an insider:
Google uses Quality Score to determine how often and where your ad shows up on their SERPs. The higher your Quality Score, the better your ad rank and potentially lower your cost-per-click.
So what makes a good Quality Score? 3 main things:
- Ad relevance: How well your ad matches the search terms people are using.
- Expected CTR: How likely people are to click on your ad when they see it.
- Landing page experience: How relevant and useful your website is to the ad they clicked on.
Here are strategies to make the most of each Quality Score factor:
- Use Ahrefs or Semrush to identify the exact terms your target audience is searching for. Include those keywords throughout your ad copy, but naturally – don’t stuff them in.
- Craft compelling ad copy that speaks directly to your target audience’s needs and desires. Highlight the unique benefits of your experiential marketing campaign and use a strong call to action to get people clicking.
- Don’t just send people to your homepage after they click your ad. Work with a design expert to create a dedicated landing page that is specifically designed for your experiential marketing campaign. Make sure the landing page includes the same keywords from your ad and clearly explains what the campaign is about.
Step 6: Engage During The Event
Now it is time to maximize engagement and make sure everyone has a fantastic time. Add interactive elements throughout. This could be anything from workshops and product demos to gamified challenges and social media contests.
Step 7: Follow Up After The Event & Gather Insights
Your job isn’t done once the event wraps. Send out thank you emails with exclusive discounts or early access to new products. You can also send out surveys or host short online polls to understand what worked well and what could be improved for future events.
Be prepared for the post-event sales push. Watch out because your competitors might benefit from your experiential marketing efforts by offering lower prices.
Imagine if your newfound customers visit your online store only to find your competitors selling the same products for less. Decide on counter efforts like using a repricing tool like Aura to help track competitor pricing and automatically adjust your prices so you capture those sales from your new customers.
Conclusion
The verdict is clear: experiential marketing works. When you give people a chance to experience your product or service firsthand, you create a powerful emotional connection that goes beyond a simple advertisement.
So add experiential marketing into your strategy. It is a powerful tool for building brand awareness, loyalty, and sales – all by creating unforgettable experiences that resonate with your target audience.
