Experiential Grows Up: 5 Brand-Side Takeaways For XP Creatives
Experiential is everything, and now it’s everywhere, too. Even taking up space at large-scale brand-first events like Advertising Week New York (AWNewYork for those in the biz). Last week, XP Land was on stage at Advertising Week New York presenting an “un-panel” called Experiential Grows Up. We shined a spotlight on the power of live storytelling of all forms, on all platforms. And showed why people are actively moving away from most forms of advertising, and moving toward experiential. Of course, being torchbearers for creativity and storytelling, our panel couldn’t be another 30-minute moderator-speaker-speaker setup. No pie charts, either. Instead, execs from Sephora, AREA15, and Netflix — along with experiential visionaries from our first-ever XLIST — took the stage to show the impact of our work through live storytelling of their own. And good news for all of us — experiential was a hot topic at sessions throughout the week. While running around the Penn District (is this a thing?) attending interviews, fireside chats, panel discussions and activations, the XP Land editors uncovered five experiential trends and takeaways that we think are important for all of us in the industry to keep in mind. 1. Experiential consumption is purposeful No one...
