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Creating outstanding customer experiences: The 4S's of experience marketing
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.
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How to do effective experiential marketing
From sampling to stunts, a best practice guide to creating vivid consumer experiences.
IPA research on experiential marketing
Analysis of IPA Awards shows experiential has a fragmented identity, with a lack of industry benchmarks.
The case for live experiences
Why brand experience is important in building loyalty – and how it's different from traditional messaging.
Smirnoff redefines the idea of engagement
This report discusses how the vodka brand engages millennials with experiential and digital touchpoints.
Cadburys: Combining science and art to maximise effectiveness
This case study describes how Cadbury Dairy Milk, Ireland's most loved chocolate brand, used an integrated campaign to overcome stagnant sales in an overcrowded market category.
ALDI Australia: On for the Retail Brave: Converting the Haters
This case study describes how ALDI, the discount supermarket, brought its brand into the mainstream by broadcasting the views of sceptics in return for tasting and lie detector tests.
EXIT-Deutschland: Nazis against Nazis - Germany's most involuntary charity walk
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.
McDonald's Hong Kong: A Surprise in Disguise
This case study shows how McDonald's, a fast food chain, partnered with a celebrity chef to created a pop-up restaurant and increase the Quarter Pounder Burger consumption in Hong Kong.
Virgin Holidays: Virtual holidays
This case study details how Virgin Holidays leveraged virtual reality technology in the UK to foment excitement in the cold months of winter, when people plan their holidays and go to travel stores to validate their choices.
What we know about Stunt Marketing
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.
Marketing a moment won't create a lasting impression
This article suggests that in order to turn consumers into vocal advocates, brands need to enable moments, rather than trying to become 'the moment', allowing consumers to create their own stories.
A priceless strategy for growth - and why MasterCard is no longer 'the best way to pay'
This event report considers how financial services brand MasterCard is repositioning itself as a lifestyle brand rather than a simple payments brand.
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.
The Event Experience and The Bottom Line: An analytical approach informs outcomes
This article details the winning case study of the Excellence in Analytics-Driven Strategy award category from the 2015 Genius Awards.
Point of view: Reality advertising
This article explores how brands can improve trust by setting up situations and using real people in advertising.
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