While executing experiential marketing, brands should find ways to “surprise” and “delight” consumers.
This piece argues that experiential marketing must be used to capture the consumer and “not slip into the abyss of complacency.” But, the approach adopted to create shareable experiences must be unusual and innovative.
Marketers must find fun and memorable ways of immersing consumers into the brand. The article cites Marshmallow Man at London’s Waterloo Station and the Pepsi Challenge as experiential marketing examples.
For an experiential campaign to be shareable, brands need to enable consumer’s desire of sharing everything. Sharing a brand experience can be done through a swipe or at the touch of a button, and ultimately nudges users to make “door-to-door sales” for the brand for free. Additionally, marketing efforts must be designed to make users feel “pampered, valued, excited or elite.”
[5 minute read]