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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 details how Intel, a technology company, delivered a unique exhibition experience at the Mobile World Congress in Barcelona, Spain.

Case Study

This case study details how Microsoft, an electronics company, celebrated the launch of its Rise of the Tomb Raider game for its Xbox gaming platforms in the UK.

Case Study

This case study describes how Cancer Research UK, a cancer research and awareness charity, increased awareness of legacy gifts through a tribute garden.

Case Study

This case study describes how Mary's Meals, a British charity, increased donations to provide school meals with its UK Lunchbox campaign.

Case Study

This case study reveals how Sure, the deodorant brand, activated a new communications strategy at music festivals in the UK to target young audiences.

Case Study

This case study describes how non-profit organisation the Thai Health Promotion Foundation created AbsorbPlate, an innovative design inspired by the texture of sponge, that made Thai food less greasy, and helped tackle Thailand's obesity problem.
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Article

This case study demonstrates how ZDK Gesellschaft Demokratische Kultur, an anti-Nazi charity, utilised digital and social media to spread the news about the campaign and drum up donations to the cause.

Article

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

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 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.

  2. Article

    This event report outlines how Marriott International, the hotel group, has made early use of virtual reality (VR) to engage consumers and build its brand.

  3. 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.

  4. Article

    This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands.

  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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