Experiential, Experiential Marketing and Event Marketing Decoded
In the fast-moving world of live experiences, the terms “experiential,” “experiential marketing” and “event marketing” get thrown around like VIP bracelets at Coachella. But let’s set the record straight. These terms may overlap, but they aren’t interchangeable. Wondering what exactly the difference is between each of these terms? You’ve come to the right place.
WHAT IS EXPERIENTIAL? THE ART OF LIVING THE STORY
Experiential: Native (not branded) projects that foster connection through immersive storytelling, cultural significance, and thought-leading conversation.
Experiential is where creativity runs wild and the real world feels just a little more magical. It’s about crafting moments that don’t just entertain; they make the audience a part of the story. From immersive theater that pulls you into the plot to festivals that define the cities they call home, experiential lives in the sweet spot of art, emotion and human connection. And while you might “exit through the gift shop,” the main point is not to get you to buy something. It’s to make you feel something.
Standout experiential at its best:
- Sleep No More: The OG theater production that shattered the fourth wall, turning audiences into active participants in the story and inspiring newer iterations from Viola’s Room to Life and Trust.
- Burning Man: A cultural festival redefining self-expression and creativity, creating a legendary communal experience — with no sponsors allowed.
- The Infinite: An immersive experience that transports audiences into the vastness of space through virtual reality, blending art, science and storytelling.
WHAT IS EVENT MARKETING? BIG BRAND (“BUY THIS”) MOMENTS
Event marketing: Branded, results-driven gatherings that cater to targeted audiences.
Practical and results-driven, event marketing is the workhorse of live experiences. Think launch parties, trade shows, pop-up shops and conferences that aim to hit their mark with precision and purpose. Put more bluntly, event marketing’s main goal is usually to sell you something.
Event marketing in action:
- Adobe Summit: Industry-defining keynotes and presentations that get you to keep buying Adobe software.
- Glossier Pop-Up Shops: Pop-up events blending product demos, influencer meet-and-greets and social media-sharing moments with retail opportunities.
- Apple Product Launches: Sleek unveilings of new products like the iPhone, paired with hands-on demos that captivate attendees… and get you to buy Apple Products.
WHAT IS EXPERIENTIAL MARKETING? WHERE EXPERIENTIAL MEETS EVENT MARKETING
Experiential marketing: Branded projects and events that bridge the gap between the art of experiential and the science of ROI.
Take the transformative power of experiential and give it a branded twist. Experiential marketing elevates traditional campaigns into multi-sensory journeys. The resonance of these experiences doesn’t fade when the moment ends. It becomes part of the brand’s narrative, fostering loyalty and advocacy that stand the test of time. Some might have an end goal that includes getting people to buy things — but it’s really that CLV (customer lifetime value) that’s the goal here.
Examples of experiential marketing that leave a mark:
- Red Bull Stratos: Felix Baumgartner’s record-breaking free fall from the edge of space that captivated a global audience while showcasing Red Bull’s adventurous brand ethos.
- Vans Bushwick Skate Block Party: A NYFW block party celebrating the NYC skate community with pop-ups, skate lessons and a late-night rave.
- On the Wings of Hermès: An immersive production blending luxury, theater, and art, where Hermès products were used solely as props (not available for purchase).
Are you an experiential creative, leader or innovator? Nominations are open for the XLIST — the most creative visionaries in experiential. Nominate yourself, a colleague or a collaborator now.