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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.
Xperia: Launching the world's first underwater store
This case study shows how Sony, the technology company, created the world's first underwater store to market the Xperia Z3, the world's first fully waterproof phone.
SmartLife: SAPNA (Dream) – How 17,793 nails shaped the future of generations to come
This case study shows how SmartLife, an NGO for labourers in Dubai, sold nails and asked people to hammer them into a wall to raise awareness of workers and their dreams, and raise funds for the workers' children.
Magnum: Celebrating 25 years of pleasure
This case study demonstrates how Magnum, the ice cream brand, reignited interest in its 'Classic' product to grow sales across Europe.
MTV Campus Diaries: India's largest and coolest college connect platform
This case study shows how MTV launched MTV Campus Diaries in India, to connect students in colleges across India, on all screens online, on air and offline.
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.
How Heineken made moderation cool
This event report shows how Heineken, the beer brand, tapped the popularity of electronic dance music to encourage moderation among millennials.
Point of view: Reality advertising
This article explores how brands can improve trust by setting up situations and using real people in advertising.
Heineken dresses up for upscale quaffers
This event report details how Heineken put Instagram at the heart of a research program seeking to create an engaging nightspot for upmarket consumers.
Big event marketing: Programmatic drives retail sales
This article assesses the impact of programmatic buying on Black Friday 2014, finding that it increased ROI.
Big event marketing: Happy birthday, happy returns
This article explores marketing around birthdays, an event that marketers are finding effective for increasing sales.
Heineken brews an insight for every occasion
This event report outlines how Heineken, the brewing group, is using an "occasion-based approach" to reach consumers at the various moments where they drink beer.
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