Experiential marketing, also known as engagement marketing or event marketing, is a type of marketing strategy that involves creating immersive and interactive experiences for consumers. These experiences can range from in-store events and product demonstrations to interactive displays and experiential activations at trade shows and other events. In this article, we'll be looking at some of the best experiential marketing examples from the past year, including campaigns from Nike, Google, Samsung, Mercedes-Benz, Sony, Apple, and Red Bull.
Nike's "Move to Zero" campaign, launched in 2021, aims to reduce the company's carbon footprint and promote sustainability. As part of the campaign, Nike created a pop-up store in London that was powered entirely by renewable energy. The store featured interactive displays and activities, including a "sneaker cemetery" where visitors could learn about the environmental impact of shoe production and a "repair bar" where they could learn how to fix their own shoes.
One of the standout features of Nike's "Move to Zero" campaign was the variety of interactive displays and activities that were offered at the pop-up store. In addition to the "sneaker cemetery" and "repair bar," there were also areas where visitors could customize their own shoes and learn more about the company's sustainability efforts. These interactive experiences helped to engage consumers and make the campaign more memorable.
Another key aspect of Nike's "Move to Zero" campaign was the focus on sustainability. By powering the pop-up store with renewable energy and offering activities that promoted sustainability, Nike was able to differentiate itself from other brands and appeal to consumers who are concerned about the environment.
In 2021, Google opened its "Experience Center" in New York City, a temporary retail space that offered a variety of interactive experiences and demonstrations of Google's products and services. The center included a virtual reality (VR) room where visitors could try out Google's VR headset, a "learning lab" where they could take workshops and classes on topics like coding and design, and a "creative lab" where they could use Google's creative tools to design and print their own products.
One of the key features of Google's "Experience Center" was the variety of interactive experiences that were offered. From VR demos to workshops and classes, there was something for everyone at the center. This helped to engage and educate consumers about Google's products and services, and made the experience more memorable.
Another interesting aspect of Google's "Experience Center" was the use of a temporary retail space. By creating a pop-up store that was only open for a limited time, Google was able to generate a sense of urgency and excitement around the event. This can be a effective strategy for experiential marketing campaigns, as it helps to create a sense of exclusivity and can drive traffic to the event.
In 2021, Samsung launched its "Galaxy Studio" tour, a series of pop-up experiences that allowed consumers to try out the company's latest smartphones and other devices. The studios featured interactive displays and activities, such as VR experiences and photo booths, and were designed to be Instagram-friendly, with plenty of opportunities for visitors to take selfies and share their experiences on social media.
Like the other experiential marketing campaigns on this list, Samsung's "Galaxy Studio" tour featured a variety of interactive displays and activities that helped to engage and educate consumers about the company's products. From VR demos to photo booths, there was something for everyone at the
In 2021, Mercedes-Benz launched its "A-Class Experience," a series of events and activations that allowed consumers to test drive and experience the company's A-Class vehicles. The experiences included:
Consumers were able to try out the A-Class vehicles in a virtual reality driving simulator, which allowed them to experience the car's features and capabilities in a simulated environment.
Visitors to the "A-Class Experience" were able to try out the car's acceleration and braking capabilities in the "performance pit," which was designed to showcase the performance of the A-Class vehicles.
Consumers were able to learn about the advanced technology features of the A-Class vehicles in the "tech lab," where they were given demonstrations and explanations of the various tech features of the car.
In 2021, Sony launched its "Playstation VR Worlds" campaign, a series of events and activations that allowed consumers to try out the company's Playstation VR headset and experience a variety of virtual reality games and experiences. The events included:
Consumers were able to try out the Playstation VR headset in a variety of VR escape rooms, which challenged them to solve puzzles and riddles in order to "escape" the room.
Visitors to the "Playstation VR Worlds" events were able to compete in VR sports challenges, which allowed them to experience the thrill of sports like golf and tennis in a virtual reality setting.
The "Playstation VR Worlds" events also included VR horror experiences, which allowed consumers to experience the thrills and scares of horror games in a virtual reality setting.
Apple has long been known for its immersive and interactive in-store experiences, and the company's "Today at Apple" events are a great example of experiential marketing. These events, which are held at Apple stores around the world, offer a variety of workshops and classes on topics like:
Consumers can attend workshops and classes on photography, which teach them how to take better photos with their iPhone or other Apple devices.
Visitors to the "Today at Apple" events can attend workshops and classes on music, which teach them how to create and produce music using Apple's software and hardware.
Consumers can also attend workshops and classes on coding, which teach them how to create apps, websites, and other digital products using Apple's software and tools.
Red Bull's "Red Bull Stratos" campaign, which took place in 2012, is a classic example of experiential marketing that has stood the test of time. The campaign involved Red Bull sponsoring skydiver Felix Baumgartner's record-breaking jump from the stratosphere, which was broadcast live to millions of viewers around the world. The campaign:
Red Bull sponsored skydiver Felix Baumgartner's record-breaking jump from the stratosphere, which was broadcast live to millions of viewers around the world. The campaign generated widespread media coverage and helped to increase brand awareness and engagement for Red Bull.
The "Red Bull Stratos" campaign generated extensive media coverage, with news outlets around the world covering the jump and the lead-up to it. This helped to increase brand awareness and engagement for Red Bull, and cemented the brand's reputation as a leader in experiential marketing.
Experiential marketing, also known as engagement marketing or event marketing, is a type of marketing strategy that involves creating immersive and interactive experiences for consumers. These experiences can range from in-store events and product demonstrations to interactive displays and experiential activations at trade shows and other events. The goal of experiential marketing is to engage and educate consumers in a way that goes beyond traditional advertising and leaves a lasting impression.
Some examples of experiential marketing include in-store events and product demonstrations, trade show activations, pop-up shops and stores, interactive displays, and immersive experiences. For example, a company might create a pop-up store that offers interactive displays and activities related to its products, or host an event that allows consumers to try out the products in a real-world setting.
Experiential marketing is important because it allows brands to engage with consumers in a more personal and meaningful way. By creating immersive and interactive experiences, brands can create a stronger emotional connection with consumers and leave a lasting impression. Experiential marketing can also be an effective way to educate consumers about a brand's products or values, and to differentiate the brand from its competitors.
There are several ways to measure the effectiveness of experiential marketing campaigns. Some common metrics include the number of attendees or participants, the level of media coverage generated, and the amount of social media engagement (e.g., likes, shares, comments). Brands can also use surveys or focus groups to gather more detailed feedback from consumers about their experiences. Other metrics that might be relevant depending on the specific goals of the campaign include sales or revenue, brand awareness, and customer loyalty.
To create effective experiential marketing campaigns, brands should consider the following:
1. Identify the goals of the campaign: What do you want to achieve with the experiential marketing campaign? Understanding your goals will help you design an experience that is relevant and engaging to consumers.
2. Understand your target audience: Who are you trying to reach with the campaign? Understanding your target audience will help you design an experience that is relevant and resonates with them.
3. Create a unique and memorable experience: Experiential marketing is all about creating immersive and interactive experiences that stand out and leave a lasting impression. To create an effective campaign, you'll need to come up with something that is unique and memorable.
4. Use social media and other marketing channels to promote the campaign: To get the most out of your experiential marketing campaign, you'll need to promote it effectively. Use social media, email marketing, and other channels to reach your target audience and generate excitement around the event.
5. Measure and analyze the results: To understand the effectiveness of your experiential marketing campaign, you'll need to measure and analyze the results. Use the metrics and data you've collected to understand how well the campaign performed
Experiential marketing campaigns can be a powerful way to engage and educate consumers, and the past year has seen some truly innovative and creative examples. From Nike's "Move to Zero" campaign, which focused on sustainability, to Google's "Experience Center," which offered a variety of interactive experiences and demonstrations of the company's products, these campaigns have all made a lasting impression on consumers. Whether you're a brand looking to create your own experiential marketing campaign, or a consumer looking for immersive and interactive experiences, these examples are sure to inspire and inform.
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