Posts Categorized: Experiential Trends

Building ‘real world’ digital brand experiences

Andrew Stothert from Brand Vista discusses how brands can maximise the positive effect of a ‘real world’ brand experience in a way that’s impossible to match with a purely digital approach.

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The creation of emotional advantages

Jaron Wikler, development director at AddingValue discusses how experiential can be used to create emotional advantages.

“Daddy; please read me a long copy advert before bedtime,”….. asked no child ever. That’s because children want a story; stories that allow them to relate, stories that make sense, clarify their confused world and elicit an emotion. The big bad wolf is scary, Cinderella has a rags-to-riches happy ending and the bears in Goldilocks are greedy.

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A view from the Middle East

Adrian Bell, executive director of Dubai-based brand experience and event agency Action Impact discusses the latest experiential brand marketing trends in the Middle East.

It’s no secret that the ripples of industry trends, here in the Middle East, can lag a little behind those of more mature markets in Europe. Much of what was the latest and greatest thinking at the end of last year is only just hitting the shores here. But importantly, that adoption gap is ever-reducing as the momentum and sheer speed that places like Dubai move at is breathtaking.

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Blog: A view from Australia

Rebecca Rynehart from TRO Australia discusses the impact the latest technology has on experiential marketers.

In a world where humans now have a shorter attention span than a goldfish, experiential marketers must be smarter than ever.

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Using festivals to build a brand

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David Atkinson, managing partner, Space

There has been a re-evaluation of the role of brands and festivals in recent years, says David Atkinson, managing partner of Space.

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Content: Keeping It Real

Content is the territorial dispute du jour, which every agency is claiming to do brilliantly, says Jonathan Terry, head of JWT Live.

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Jonathan Terry

Content is, of course, a useless word. It’s the ultimate non-descriptor. It’s become the C-word of advertising: ubiquitous and provocative.

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Experiential & PR: Friend or Foe?

As the lines are increasingly blurred between experiential and PR, Purity’s Rob Quinn, asks if the two different disciplines are ‘friends’ that can work together or ‘foes’, viewing each other with suspicion and ultimately looking to move into each other’s territory?

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Drones: shifting power from creative director to creative coder?

The demand for drones to be integrated into brand experiences is on the increase. Adam Doherty, managing director and executive producer at immersive experience studio Marshmallow Laser Feast, explains their true potential.

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Adam Doherty

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Events and experiential: why they usually mean nothing – part two

Defining experiential and events is the key to success, says Momentum Worldwide’s Fran Elliott.

Fran Elliott, director of Experiential and Events at Momentum Worldwide.

Fran Elliott, director of Experiential and Events at Momentum Worldwide.

The solution…

In my last blog for Event magazine, I had written about the questions that have plagued marketers, brands and experiential practitioners for many years; “What does experiential mean?” “What’s the difference between an event and experiential?” and the reason why both brands and agencies need an industry wide definition. This time, let’s talk about the ‘How’ of this proposal.

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Events: why they usually mean nothing – part one

The problem…

Events. Experiential. Experience marketing. Only one thing is clear, which is: Not a damn thing is clear. Our industry is confused, and rightfully so.

Fran Elliott, director of Experiential and Events at Momentum Worldwide.

Fran Elliott, director of Experiential and Events at Momentum Worldwide.

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