What is Experiential Marketing, and how will it evolve for the future?
Experiential Marketing, a relatively new term in the grand scheme of things, is a marketing technique that aims to engage consumers directly through memorable experiences. Instead of simply conveying a message or promoting a product or service, experiential marketing seeks to immerse consumers in a physical and/or digital experience that leaves a lasting impression and fosters a deeper emotional connection with the brand.
With the advancements of technology and consumers’ hunger for different and unique experiences, experiential marketing has become a must in any marketing campaign.
Pop-up experiences, interactive installations and live events are all examples of where experiential marketing campaigns shine. Notable experiences we’ve delivered such as The Chase Octagon and Meta’s half time stream at the 2023 Rugby World Cup are just two examples of experiential marketing campaigns that use different technologies to encourage their consumers to connect with a brand in a new or different way.
We’re no psychics here at Airdrawn, but we’ve been working on experiential marketing campaigns for some time now so we’d like to think we have a pretty good idea on what the future holds, especially from a technical or creative standpoint. This article explores the new technologies and processes we could see in the near future and how they might impact the consumer experience.
We’re expecting a real drive for more immersive experiences that leverage the cutting edge technology we currently have available. With the proliferation of digital content in our lives, to really engage a consumer their experiences must be tailored to them, making them feel like a part of the moment and not just a consumer.
This might be a pop-up where every exhibit reacts to visitor interactions to visitor interactions, or a gallery elevated with personalised, headphone-based, spatial audio, mimicking real sounds in 3D space.
With all industries, we’re also expecting a boom in AI generated solutions, with AI-generated visuals being at the forefront of the event and marketing industry.
AI-generated visuals are like having a digital wizard on hand, conjuring up mind-blowing visuals at a moment’s notice for any of your experiential marketing campaigns. Picture this: you walk into a pop-up where the walls aren’t just decorated - they’re alive, shifting and morphing in response to your every move.
In a fashion pop-up, cameras utilising AI technology could size you up and conjure a virtual runway show with a digital twin of yourself. These visuals can be projected onto physical spaces or experienced through AR and VR, providing a uniquely immersive and memorable experience for every visitor.
This level of customization enhances engagement and fosters a strong, personalised connection with a brand, setting it apart in a competitive marketplace.
Now we have to admit, these things are already quite possible (and we’ve helped bring some of the projects we describe to life) but we expect to see these types of experiences on a far greater scale, reaching more and more consumers.With the access to new technology, ideas and processes, we’re expecting brands to be bold with their new ideas. With our help, brands will be able to leverage this technology in exciting ways, in a number of different mediums. We can put large cubed LED structures outside the UK’s busiest spots, or interactive pop up stores in the likes of Harrods or Selfridges, utilising camera tracking technology and lidar sensors to wow your guests, and also provide analytics and usage data to measure the success of the campaign too.
Another area which is continuing to evolve is accessibility. Experiential marketing campaigns are normally spectacle, encompassing sight, sound, scene and touch, but these should work synchronously for guests with disabilities. As an example, people with visual impairments may benefit from an experience that is more suited to their needs through creative use of audio. Similarly, those who are deaf or hard of hearing may benefit from a carefully designed visual experience. We feel that it’s important to consider different elements holistically, and ensure all guests can experience something together.
Want to learn more about our expertise in creating memorable and unique experiences? Please get in touch via our contact page.
