Why it matters

Participatory brand experiences are effective at engaging audiences in real life, building deeper connections and loyalty.


  • More than two-thirds – 67% – of B2B brand-side marketers expected their experiential budgets to rise within 18 months.
  • Significant opportunity lies in hybrid ‘hub and spoke-style’ live events – an event with fewer people participating live, and more people participating ‘as live’ from elsewhere via online streamling of live TV.
  • Businesses implementing a major policy shift or embedding a new mission or values are now seeing experiential playing an ever-increasing role in internal comms.

Experiential marketing – marketing that encourages a target audience to actively engage and interact with a brand – isn’t new. It is attracting ever-increasing amounts of marketing investment, however, at a time when businesses are coming under unprecedented pressure to effectively manage change and respond to consumer demands. So, it is timely to reassess its role and better understand some of the emerging opportunities it now offers.

The nature of experiential