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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.
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.
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.
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.
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: Happy birthday, happy returns
This article explores marketing around birthdays, an event that marketers are finding effective for increasing sales.
Point of view: Reality advertising
This article explores how brands can improve trust by setting up situations and using real people in advertising.
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