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Experiential & sampling

Experiential involves creating a ‘live’ experience for a brand, and can work in two ways to reach the audience: direct, in-person exposure (for example, a sampling campaign where you hold and experience the product); or indirect exposure amplified through a media channel (for example, outlandish stunts, videoed and distributed via online platforms). Specific techniques include sampling, product showcases, immersive event experiences and content generating stunts.

Key Reading

Important papers from across the Warc database

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.
From sampling to stunts, a best practice guide to creating vivid consumer experiences.
Analysis of IPA Awards shows experiential has a fragmented identity, with a lack of industry benchmarks.
Why brand experience is important in building loyalty – and how it's different from traditional messaging.
This report discusses how the vodka brand engages millennials with experiential and digital touchpoints.

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 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 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 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 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.
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Article

This article outlines five key questions marketers should consider when implementing event technology as part of experiential activations.

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.

Article

This event report details how three companies, CBRE, a realtor, Pret a Manger, a sandwich chain and a German football club, VfL Wolfsburg, used social media.

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

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.
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  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. Article

    This event report discusses how Red Bull has moved beyond selling energy drinks to organising a huge range of branded events, as well as controlling assets like soccer teams, Formula One racing cars and a music studio.

  6. Article

    This event report discusses how Red Bull Media House, the extension of the Red Bull brand of energy drinks, approaches content marketing.
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