Marketing Strategy
Start with the audience and the job the experience needs to do. Explore planning perspectives on campaign resources, creative partnerships, venue choice and participation. This collection connects experiential ideas with practical decisions, helping teams think through how an activation supports the wider brand strategy.
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In this collection
A practical approach to experiential marketing measurement: clear objectives, realistic budgets, useful data capture and thoughtful follow-up...
How wine brands connect tasting with music, art and community, with examples from Allegro Cellars, Rabble Wine and Intercept...
How humor and interactive design invite people into a brand experience, with examples from Oliver Tree, Ed Sheeran, Hayley Kiyoko and T-Mobile...
Explore how live experiences earn attention beyond the event, from A Boogie’s New York listening-party bus to audience participation and thoughtful planning...
How mall pop-ups connect audience habits, seasonal occasions and product discovery, with examples from T-Mobile, Kamikoto and AliExpress...
How to connect creator partnerships with live brand experiences, from choosing the right collaborator to planning participation and follow-up...
