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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.

News

NEW YORK: Pharmaceutical marketers posted the greatest increase in brand-activation spending last year, according to a report from the Association of National Advertisers (ANA), the trade body, and PQ Media, the research firm.

Article

Brand activation commands a major share of marketing budgets, and category trends in this space help demonstrate how brand mindsets and budgets are changing.

News

KOLKATA: Experiential activity will play an important role in Tata Motors’ marketing of its Nexon compact SUV which launches this week, building on the success the manufacturer has had over the past year with models in other auto categories.

Case Study

This case study looks at how the Transport Accident Commission (TAC) in Australia, a for-profit social insurer for the State of Victoria, educated Victorians about the human body's physical vulnerability to the forces of a road crash.

Case Study

This case study describes how Premier Futsal, a new football league, was launched in India with an integrated media campaign featuring celebrities.

Case Study

This case study explains how The Akanksha Foundation, an educational charity for under-privileged children in India, recruited teachers with zero media budget over successive years.

Article

This event report examines how Marriott International uses experiential marketing to educate consumers and promote its customer rewards programs.

Article

This article outlines the headline findings from a study by the Association of National Advertisers (ANA) and PQ Media covering the latest spending trends in brand activation.

Case Study

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.

Case Study

This case study shows how Aspire Zone, a sports destination, increased footfall by getting people in Qatar to take part in a nocturnal exercise championship during Ramadan.

Case Study

This case study explains how Teatreneu, a comedy theatre in Barcelona, Spain, introduced a 'pay per laugh' system to increase revenue.

Case Study

This case study explains how Skittles, the confectionery brand owned by Wrigley, increased sales around Christmas in Canada by allowing people to trade in bad gifts for Skittles.

Article

This event report outlines how brands can successfully fuse brand activation and promotions with advertising, drawing on examples from the Coca-Cola Co. in the US.

Case Study

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.

Case Study

This case study shows how The National Lottery (TNL), a lottery gaming brand, launched a campaign to get Britons to do more sports and increase audience engagement throughout the Rio Olympics' events.

Case Study

This case study shows how Dettol, a health and hygiene brand, created a social movement to increase brand awareness and change India's hygiene habits.

Case Study

This case study shows how Johnson & Johnson (J&J), a medical and pharmaceutical goods brand, launched a referral strategy to increase its talent acquisition globally.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

Case Study

This case study shows how telecoms brand O2 was able to improve brand equity and sales in the UK by partnering with charity War Child in staging a series of performances.

Case Study

This case study shows how Fitness First, a health club brand, used data segmentation to identify its core UK audience and provide a more tailored service.

Case Study

This case study describes how online marketplace, Bukalapak, used a multichannel approach to persuade small- and medium-sized businesses to use its platform in Indonesia.

Case Study

This case study describes how technology company Lockheed Martin connected with STEM students in the US, through a group virtual reality experience.

Case Study

This case study describes how Pearle Vision, an eye care store chain, improved its perception in the US and Canada by providing eye care on a local level.