What experiential marketing is and why it matters more and more

Experiential marketing builds a relationship with a brand through an experience, not only a message. The goal is for the customer to touch, try or live the brand.

The fight for attention

We see thousands of ads every day and barely notice most of them. Trust in classic advertising is falling, and brands look for moments when the audience is more open.

An ad is forgotten. An experience gets retold.

Why experience works

EventTrack research shows most consumers think better of a brand after an activation and are more likely to buy. Brands that invest in experiences see it in sales too.

An experience on the ride

• Sampling: the passenger gets and tries the product
• Games and surveys on the phone, via a QR code on the headrest
• A driver who knows the campaign message and passes it on

The vehicle combines reach on the street with personal contact in the cabin. The brand gets visibility and a moment when someone truly experiences it.

Sources: Statista (2020), Nielsen (2015), EventTrack (2016–2017)