Building Brands through Experiential Marketing: 11 Awesome Examples


There is a universal truth that stems from the most essential belief in psychology: we learn from experience. And that same principle applies to marketing. The way a brand functions and the feelings it evokes within us are vital to the ultimate perception we possess of it.

As markets oversupply, the process and methodology through which we communicate a product's attributes is just as important as coming up with those specific attributes. Focusing on delivering experiences is an ideal way of developing relationships and bonds that enable brands to grow over time.

As the name implies, experiential marketing refers to the customer experiences with a brand, product or service that allow users to interact in a sensory way. It triggers motivation more than any other channel of communication and instigates word-of-mouth. Brands that excite people have more strength in the subconscious level of the mind since it stimulates the neural region that makes decisions.

What are some of the benefits of implementing an experiential marketing strategy?

    • Generate awareness
    • Create an emotional connection
    • Develop positive perceptions
    • Show off its attributes
    • Gain credibility
    • Guide preferences
    • Stimulate purchases

If you are interesed in implementing this sort of approach, start off by asking yourself: is my brand exciting, exhilarating, fun, relaxing, stimulating, etc.? Which sort of associations will I stir up in the mind through this stunt?  Will the experience impact the human senses? (sight, sound, scent, taste, feel) If so, which? How will it make people feel? Would they want to use the brand?

To kick-off the week, More Than Branding brings you 11 examples of experiential marketing at its best:

NATIONAL GEOGRAPHIC - "Augmented Reality"

ASICS- "Run with Ryan"

MERCEDES-BENZ - "Looks fast. Even in park."

SPANAIR - "Unexpected luggage"

TROPICANA - "Brighter mornings for brighter days"

COCA-COLA - "The Coca-Cola friendship machine"

FOX CRIME - "Interactive Billboard"


VOLKSWAGEN - "The fun theory"

HARPER COLLINS - "This dark endeavor"



15 Responses to "Building Brands through Experiential Marketing: 11 Awesome Examples"

  • Eli
    April 6, 2012 - 9:12 am

    Absolutely love this article!!!! This blog is great for DR… we really need this kind of creative marketing in DR!!!!

  • Experiential Marketing
    April 12, 2012 - 3:06 pm

    I spent about 20 minutes watching the examples, excellent work, some true marketing aces you have.

    There are soon to be some new methods of increasing awareness of the more subtle types of Experiential Marketing, flexible displays, touchscreen interactivity on a large scale.

    Soon. Experiential Marketing will come of age.


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  • Mohini
    September 4, 2012 - 7:39 am

    Very nice examples for marketing students.they r very helpful

  • Christian Jorgensen
    February 8, 2013 - 3:13 pm

    Fantastic fun!. Nice to get people involved. Moving!

  • Michael
    April 11, 2013 - 4:48 pm

    Experiential Marketing is a great way to let the imagination run wild do something a bit more “out there” and there have been some great examples in recent times. How many other marketing techniques allow you to connect with customers and evoke an emotional response and build a connection is such a way.

    I hope you don’t mind the shameless plug but in the interests of offering value to the post I wanted to highlight a company who are often the brains, or at least the brawn behind the making of some of these campaigns. – A great company full of experienced ambitious and creative people!

  • Luther
    May 13, 2013 - 1:04 pm

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  • tola
    June 23, 2013 - 6:56 pm

    can we regard contests (like american idols) as experiential branding

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  • […] booth — more so when there is a chance to win something. Make the game both fun and witty. Experiential marketing improves recall rate, and you will find people talking about your event weeks after the trade show. Think big. What […]

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