Experiential Marketing can mean a lot of things for a lot of people. It can just relate to an experience that people have while interacting with a campaign, it can be something that needs to WOW people, it can be something that sets emotions on the edge and so on.
I think it can actually be a little bit of everything. You have to start an emotion on your audience so that same emotion relates to the attitude your brand wants to transmit. It’s when you are able to immerse an individual or an entire audience into a branded experience.
Dave Moth from eConsultancy describes Experiential Marketing as the effort to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience.
This means that technology can and will bring a new edge to the way brands, companies and institutions communicate with their audiences. Positive emotions while interacting with a brand will make people to think positively about that brand. The same for excitement, fun and a lot more adjectives.
Here is a great article regarding Experiential Marketing Campaigns.
Have fun reading it and send in your comments.