Experiential marketing: Real-world gamification
Luke Nathans Iris Singapore
Beer brands have used real-world gaming to overcome Asians’ reluctance to be different, while tapping into their collective orientation.
Tiger Beer: street football tournaments take place across five Asian countries and are shown on live TV
There's no doubt that experiential marketing has captured the imagination of marketers and brands across the globe. Effective brand experiences can reach and engage people in new and meaningful ways, and reward consumers on an emotional and rational level in a way traditional techniques never could.
From creating giant playgrounds for adults to discover their...