experiencial marketing

What is experiencial marketing ?

Experiential marketing is a marketing technique that creates experiences between brands and consumers. Experiential campaigns use an activation for example product sampling, immersive experiences, events, to bring brands to life and interact directly with the target.

give us some good and bad examples.

Hello John! I think Clara didn't see you message yet
So I will give you 2 examples and everyone can do the same

- One of the best conceptual experiential marketing examples from 2019, A detergent brand Comfort (owned by Unilever):
In order to raise awareness about the importance of buying second-hand and up-cycling, Comfort hosted a swap shop in partnership with Cosmopolitan, Elle, and Oxfam last summer.
Visitors to the pop up could swap an item of their own clothing for one that was donated by the aforementioned partners, which would be washed with Comfort’s Intense range before being taken home.
Brand purpose has been at the forefront of strategy for many brands, particularly big corporations like Unilever. By uniting on a common goal – and creating a physical experience to highlight it – Comfort has been able to deepen its connection with consumers who care about the same issue.
Proving that experiential marketing can have a wider purpose than just increased awareness or sales, Comfort donated all proceeds from the ticketed event to the Prince’s Trust, also ensuring a wide variety of causes would be able to benefit from the event.

- An experiential Marketing Fail: Puma’s bad taste Italy jersey shrine:
Soccer fans can be religious in their fervor. Still, when Puma highjacked Ash to launch its new Italy jersey for the 2014 FIFA World Cup, not everyone was thrilled.
The sportswear brand placed shrine-like displays on city streets in New York, Boston, Los Angeles, and Chicago, urging fans to kneel down before the jersey and #StartBelieving.
Puma claimed the decision to launch the campaign on the religious holiday was unrelated. According to their team, they chose the date because it was the first day the kits were worn in play by the Italia National Team.
What we can learn: Be aware of other events, holidays, and other culturally significant moments that might overlap with your experiential marketing campaign. Consider possible ways your activity could cause offense — intended or not.

I hope you find the examples interesting

Thanks Farah,

Maybe Clara is just ignoring me (or not doing her autonomous work )