Putting the Experience in Experiential Marketing

North Face Basecamp Experiential Marketing Tour

Long gone are the days when people would get hyped over a new product commercial or ad Can you remember the old iPod commercials? Well, today’s biggest product consumers can’t. Consumers want more than a product. They seek out—and buy into—experiences.

These days, it’s safe to say that face-to-face interactions are much more effective in establishing emotional connections than any other type of digital action. As we awoke from two years of canceled events and tradeshows, the first views of the post-pandemic marketing landscape came into focus. That’s when we realized there was a unique opportunity for mobile experiential marketing to be more impactful than ever before. People want memorable experiences, and they are hungry for more immersive and personal one-on-one human connections. Experiential marketing arouses our emotions and feeds on our need for social interactions through multisensory storytelling.

The key reason to execute an experiential activation is to generate brand awareness. People tend to remember brands that excite them, so if you create live experiences in a memorable way (like a one-of-a-kind camping experience or interactive mobile activation) you have a direct line to the hearts of your audience.