Traditional advertising’s reach has seen a steep decline in effectiveness as consumers become adept at tuning out promotional messages. Today’s audiences fast-forward through ads, use ad blockers, and opt for streaming services over live TV.
In this context, a shift from selling goods and services to delivering memorable brand experiences—first highlighted by the ‘experience economy’ concept of 1998—feels more relevant than ever. With experiential marketing, companies aim to connect with consumers on a deeper level by delivering authentic, immersive experiences that resonate beyond the screen.
Experiential marketing is not only a timely solution but a necessity in today’s landscape. With the right approach, experiential campaigns have the potential to move beyond mere reach and impressions to create lasting brand loyalty. However, executing this strategy effectively requires more than creativity—it demands cross-channel cohesion, a distinctive brand identity, and an embrace of new technologies.
Breaking down silos in omnichannel experiences
In an age where consumers interact with brands across multiple touchpoints, maintaining a cohesive brand experience is essential. Experiential marketing should seamlessly integrate with an omnichannel strategy to ensure that the consumer’s journey feels like one unified experience. Achieving this requires a consistent brand narrative adapted to the strengths of each platform, and a centralised team to steer clear of the dreaded silos.
One standout success in achieving this harmony was the ‘Homes Delivered’ campaign for Godrej Properties in Bangalore. Through a partnership with Swiggy Instamart, the team delivered wooden keys—symbolising the idea of home ownership—to potential customers’ doorsteps, creating an impactful, hyperlocal experience that tied directly into the brand’s narrative.
Supported by digital channels, influencers, and social media, the campaign generated 20 million impressions and drove half of digital sales. This kind of experiential strategy doesn’t just amplify reach; it strengthens the brand’s credibility by providing a more intimate, localised touchpoint for consumers.
Crafting a unique brand identity
Experiential marketing has its own challenges, particularly as more brands enter the space. For experiential campaigns to truly resonate, they must go beyond novelty and reflect the brand’s core values. Each experience should be unique and brand-specific, avoiding a one-size-fits-all approach. This can be achieved by rooting every experience in the brand’s values and personality, creating something that feels authentic and distinctive.
Take the launch of Tim Hortons in Mumbai last year. Beyond using digital and print media, the campaign employed a dramatic, anamorphic OOH installation in the high-traffic area of Bandra.
As consumers moved through the installation, each billboard segment revealed a part of the campaign message, creating intrigue and anticipation. This unique, layered approach amplified visibility and engagement while staying true to Tim Hortons' community-focused ethos. The campaign not only generated buzz on opening day but also strengthened the brand’s local presence.
The rise of phygital marketing
As experiential marketing evolves, one trend is poised to become a game-changer: the merging of physical and digital worlds, or ‘phygital’ marketing. This fusion allows brands to deliver cohesive experiences that blend the tangibility of in-store engagement with the interactivity of digital channels. Phygital marketing is an effective strategy in today’s fragmented media landscape, particularly as consumers grow weary of purely digital campaigns.
Leading global brands have begun adopting phygital approaches. Nike and Ikea, for instance, have blended in-store shopping with AR-powered virtual experiences, allowing customers to interact with products in both physical and digital spaces. This trend doesn’t just add novelty; it transforms product interactions into memorable experiences, especially valuable in the crowded e-commerce space.
During the festive season, an Indian apparel brand launched an AR experience allowing users to visualise themselves in traditional outfits without needing to visit a physical store. This initiative simplified the shopping experience, boosted engagement, and drove sales—all from the comfort of the consumer’s own home. For marketers, this trend represents a powerful new way to capture consumer interest and stand out amidst digital saturation.
Gamifying retail
As digital interactivity becomes increasingly important, gamification has emerged as a powerful tool for experiential marketers. By turning a product launch into a game, brands can encourage consumer engagement in a way that feels fun and rewarding. This approach offers a clear path to boosting engagement and even sales, particularly for brands targeting younger, tech-savvy audiences.
Louis Philippe managed to do this with its ‘Gamescape’ campaign for its Philippe’s retro-inspired shirt collection. This campaign integrated gaming elements with experiential retail, engaging consumers through a microsite game where players could ‘unlock’ exclusive in-store coupons.
This blend of digital gaming and physical rewards added an element of competition and reward, making the shopping experience more interactive and memorable. The campaign demonstrates how experiential marketing can drive both engagement and conversions while reinforcing brand loyalty.
Some crystal-ball gazing
Looking ahead, I am optimistic about the potential of emerging technologies like artificial intelligence, virtual reality, and real-time data to transform experiential marketing. These technologies enable marketers to create more personalised and data-driven experiences, essential as consumer expectations continue to rise.
For example, AI can enhance real-time personalisation, tailoring the consumer experience to individual preferences based on user data. With the right use of AI, brands can deliver interactions that feel more relevant and meaningful to each customer.
The integration of VR and AR in campaigns like the ‘Gamescape’ not only boosted engagement but showcased the potential of immersive technology to drive conversions. As the technology improves, it’s likely to become a core component of experiential marketing, allowing brands to create unique, personalised interactions that go beyond what traditional media can achieve.
Experiential marketing is increasingly becoming a central part of companies’ advertising strategies. As this trend gains momentum, ad agencies have an opportunity to help brands adapt, develop distinct identities, and build connections that go beyond the transactional. In an environment where digital saturation is high and consumer attention spans are shrinking, experiential marketing offers a way to cut through the noise and deliver meaningful engagement.
The experience advantage
In today’s hyper-connected and digitally fatigued world, experiential marketing offers brands a way to stand out by engaging consumers in memorable, authentic ways. But our insights show, success requires more than just eye-catching installations or clever promotions. It involves crafting a cohesive omnichannel journey, creating a distinctive brand identity, and leveraging emerging technology to enhance personalisation.
For ad agencies, the time has come to guide clients towards strategies that embrace these principles, helping them not only reach consumers but truly resonate with them.
Experiential marketing is not a passing trend; it’s an essential component of a modern omnichannel strategy that promises to strengthen brand loyalty and deliver measurable results. As agencies navigate this evolving landscape, those that can seamlessly blend physical and digital realms, personalise experiences, and root campaigns in authentic storytelling will lead the way in redefining how brands connect with their audiences.
- Amisha Gulati, president, GZ Creative Digital.
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