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Key reading

Warhol Absolut

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.

Latest case studies

Emirates NBD #PassionForGiving: Bade Parde Wali Phillum

This case study describes how Emirates NBD, a leading local bank in UAE, created a 'Bollywood on wheels' portable cinema to bring entertainment to labour camps, to improve its brand perception amongst affluent people and increase account openings.

Xperia: The Xperia Aquatech Store – the world's first underwater store

This case study describes how Xperia, a mobile phone brand in UAE, created the world's first underwater store to launch its waterproof phone.

Fanta: The Fanta Masters: How we used gaming as a trojan horse to compete with a Goliath

This case study describes how Fanta, a small player in the fruit-flavour drink category in MENA, created a new brand platform based on gaming to appeal to teens, and drive recruitment and consumption.

Boost: Treadmill vending machine

This case study describes how Adidas, a sportswear brand, created a treadmill 'vending machine' to launch its new running boot in exercise-averse UAE.

Latest articles

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.

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.

The Miami Heat redefine (and enhance) mobile engagement

This event report demonstrates how the Miami Heat, the basketball team, connected with fans in personalised ways via mobile.

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Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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