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Experiential marketing

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Article

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

Article

This article explores best practice in the area of experiential marketing, arguing that it is a technique, not a channel, putting the idea first, and thinking about media second.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Case Study

Vacation rental marketplace HomeAway increased brand consideration in France, the UK and Germany by creating and listing on its website an apartment inside the Tour Eiffel.

Case Study

Cornetto, the ice-cream brand, increased sales in India by connecting with young people in a series of campaigns focussing on friendship and love across social media, digital and events.
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Article

In the past couple of years, airline passengers' increased desire to remain connected and consume content on flights has reached a global tipping point.

Article

This article provides guidance and reading on the tactic of stunt marketing - a form of experiential marketing that aims to generate buzz and boost engagement.

Case Study

Copaxone, the pharmaceutical brand for treating multiple sclerosis, reaffirmed its leading position at the National Congress of Italian Neurologists (SIN).

Case Study

Samsung, a multinational conglomerate, launched its new smartwatch, the Gear S3, in the UK over the Christmas period by showcasing its biometric data tracking technology through choir singers.

Case Study

Inmarsat Aviation, a provider of satellite communications solutions to airlines, used AI to create an immersive experience for visitors to take a flight on a virtual airline in the UK.

Case Study

Ferrero Rocher, a chocolate brand, created a pop-up dining experience to reignite consumers' love of Ferrero Rocher in the UK.

Case Study

Stanley Black & Decker, a manufacturer of industrial tools and household hardware, promoted its steam cleaners by showing consumers in Belgium that they could literally eat off the floor after using the product.

Case Study

Royal Mail, the UK postal service and courier company, drove a reappraisal of its brand, capturing data and sales in the process, by creating a collector’s edition set of 10 David Bowie stamps.

Case Study

Hackett, a British menswear retailer, created a personalised digital gentleman's club to collect customer details from in-store visitors across Europe.

Case Study

Pernod Ricard Travel Retail, the travel retail distribution arm of the French drinks company, used a unique airport activation to drive sales of its Jameson Irish Whiskey brand in the UK.

Case Study

The Salvation Army, an international charitable organisation, raised brand recognition and sales in the Czech Republic by creating a unique wrapping service using donated clothing.

Case Study

The Czech Table Tennis Association, produced an innovative rotating round table at an event in the Czech Olympic Park to show the public that table tennis is a fun, Olympic sport.

Case Study

The first ever charity handball event live on TV raised the profile of Ford, the American automobile company, in the Czech Republic.

Case Study

Hennessy, a spirit brand, partnered with IBM Watson and used its AI technology to create personalised cocktails for Irish consumers, to recruit a new generation of Hennessy drinkers.

Case Study

NIVEA, a skincare brand, raised awareness of its products among Irish millennials by setting up an experience zone at Electric Picnic, the largest music festival in Ireland.

Case Study

Safety razor brand Gillette drove sales in under-performing states in India through an educational approach.

Case Study

Ice cream brand Cornetto connected with Indian teenagers during the Durga Puja festival to increase brand equity and sales.

News

SINGAPORE: When market testing showed an uphill battle for Coca-Cola’s new sugar-free product in Singapore and Malaysia, the global beverages giant turned to experiential activations to engage local consumers.

Case Study

Volvo, a Swedish automaker, capitalised on its reputation for safety by having car crash survivors act as sales agents at high traffic stands in shopping malls.

Article

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.