Experiential Marketing
Event Marketing and Experiential Marketing, what’s the difference? Experiential Marketing isn’t just an event sponsored by a company, there’s a bigger picture focusing more on the guest experience and connecting with users or customers on a deeper level through engagement. The growing marketing trend, also known as Engagement Marketing, is a $4 billion industry that saw a 32% rise from 2017 to 2018 (Bizzabo). Hubspot defines it as:
“…a marketing strategy that invites an audience to interact with a business in a real-world situation. Using participatory, hands-on, and tangible branding material, the business can show its customers not just what the company offers, but what it stands for.”
Allowing customers to make an emotional connection to the brand, product, or service goes a long way.
We wanted to look back on some of the greatest examples of Experiential Marketing in action.
Refinrey29–29Rooms
Refinery29’s 29Rooms is a huge hit. Since 2015, the modern woman-centric publication has been renting out giant warehouses and giving space to 29 artists to make experiential art.
“when you see what 29 talented artists, creatives, and visionaries come up with when they synthesize their thoughts, dreams, and inspirations into actual rooms, you’ll realize that 29Rooms is more than an event — it’s an experience.”
— Refinery29
Watch the recap video:
RedBull — Stratos
Redbull has been pulling all kinds of stunts for years. Focusing their marketing on extreme sports lends itself to Experiential Marketing well. If you paid attention to the brand’s shenanigans back in 2012, you will remember this one.
They sent Austrian skydiver, Felix Baumgartner, up in a helium balloon lifted capsule so that they could set the record for the highest skydive at 128,000 feet, about 24 miles above Earth’s surface. It’s unbelievable. Red Bull streamed the entire event online and saw viewing traffic of just over 8 million viewers.
Watch the recap video:
TD Bank — #TDThanksyou
Canadian bank company, Toronto Dominion Bank, thanked its customers in a big way. 30,000 customers were delighted when thanked with an extra $20 after their banking was done and on the same day customers who used the ATM in the branch got an extra special thank you when they used the ATM turned into an Automated Thanking Machine. More than a dozen customers received trips, RESP contributions, and more in a special thanking experience.
“There is tremendous power in the simple act of saying thank you and gifting. Demonstrating warmth and competence by doing the little extra pays dividends.”
— Forbes Article: TD Bank Turns ATMs Into Automated Thanking Machines
TD Bank takes the customer experience one step further and embraces it every day, it’s baked into their business model.
Watch the recap video:
Mobs believes in the power of experiences. You can’t take it with you, so why not enjoy what life has to offer. The wow’s, the laughs, the smiles, the tears, their all special and worth experiencing again and again and again.
