Why is Experiential Marketing so Effective?

Experiential marketing has been a priority for a lot of major brands and companies. Experiential marketing is a type of marketing strategy that allows people to engage or experience a brand or product. When people engage or experience a brand, they are usually in a joyful/happy state of mind that tends to lead to a higher brand preference and engagement than traditional marketing. But brands should not stop there! Brands that utilize experiential marketing to reinforce their OOH campaign create long-lasting impressions with their audience. This builds brand loyalty and preference over competitors.

It Works Best with OOH Advertising

Heineken has done an incredible job with this through their Coachella Music Festival partnership. Attendees of Coachella are often exposed to OOH advertising for the festival. Heineken touches the audience prior to the festival with their billboards, OOH, and digital campaigns. They follow that up by offering attendees an opportunity to experience the brand inside the festival grounds. The “Heineken House” gives attendees an opportunity to see more high-profile artists and bands perform in an intimate luxury setting, all while enjoying their products. Talk about creating a lasting memory with a consumer! If that isn’t enough, they also offer attendees a chance to store their own personal Heineken products in branded cold-storage areas to keep their beers safe and ice cold. When attendees are ready, they simply send the brand a text and their personal Heineken is delivered to them. This creates a memorable experience that people will retain and share within their social circles.