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Key reading

Warhol Absolut

Creating outstanding customer experiences: The 4S's of experience marketing

This article argues that brands need to change in order to offer great experiences. By reorganising around the 4S Marketers model to integrate the roles of Scientists, Strategists, Storybuilders and Socialisers. It includes a mini case study from Pernod Ricard.
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Experiential marketing measurement

Discusses measurement techniques and advises marketers that flexible measurement models work best.

IPA research on experiential marketing

Analysis of IPA Awards shows experiential has a fragmented identity, with a lack of industry benchmarks.

The case for live experiences

Why brand experience is important in building loyalty – and how it's different from traditional messaging.

Smirnoff redefines the idea of engagement

This report discusses how the vodka brand engages millennials with experiential and digital touchpoints.


Latest case studies

50 years of Fiesta Ferrero

This case study shows how Ferrero snacks created an integrated campaign in Italy to penetrate a younger market with its ailing Fiesta brand.

Nissan innovation station, at London's O2

This case study explains how Nissan, the automotive brand, enhanced the experience of its 363-day-a-year visitor centre in London's O2 arena to showcase the brand and increase awareness.

Coca-Cola: Share a Coke gallery

This case study demonstrates the continuation of soft drink brand Coca-Cola's #ShareaCoke campaign in Ireland in 2014.

Barefoot Wine: Barefoot roadshow 2014

This case study shows how Barefoot Wines, part of E&J Gallo, increased sales and awareness of product and brand in Germany through an experiential campaign.

Latest articles

Marketing a moment won't create a lasting impression

This article suggests that in order to turn consumers into vocal advocates, brands need to enable moments, rather than trying to become 'the moment', allowing consumers to create their own stories.

A priceless strategy for growth - and why MasterCard is no longer 'the best way to pay'

This event report considers how financial services brand MasterCard is repositioning itself as a lifestyle brand rather than a simple payments brand.

Why green tastes like lemon ice cream: Jack Morton Worldwide on sensory branding

This event report considers how marketers are neglecting opportunities to engage all of consumers' senses and suggests four practical ways they can make their brands more distinctive.

Experiential motivations of socially responsible consumption

This paper uses the experiential marketing concept to explain some of the motivations for socially responsible consumption.

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Monique Dolbin
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