{"id":9098,"date":"2019-06-11T17:31:52","date_gmt":"2019-06-11T21:31:52","guid":{"rendered":"https:\/\/blog.brainstation.io\/?p=9098"},"modified":"2021-01-28T17:26:12","modified_gmt":"2021-01-28T22:26:12","slug":"how-one-nyc-agency-is-leading-the-charge-for-experiential-marketing","status":"publish","type":"post","link":"https:\/\/brainstation.io\/blog\/how-one-nyc-agency-is-leading-the-charge-for-experiential-marketing","title":{"rendered":"How One NYC Agency is Leading the Charge for Experiential Marketing"},"content":{"rendered":"\n

In March, BrainStation held a panel discussion on the impact experiential marketing was having on the advertising and retail worlds. The event looked at the evolution of this brand of marketing, and how interactive technology was helping change the way brands connect with customers. <\/span><\/p>\n\n\n\n

To find out more about experiential marketing, we spoke to Sam Ewen, the Senior Vice-President, Business Development at The New York Times\u2019 Fake Love, an innovative experiential design agency.<\/span><\/p>\n\n\n\n

\"Sam
Sam Ewen \u2013 Fake Love at The New York Times<\/figcaption><\/figure><\/div>\n\n\n\n

BrainStation: On the Fake Love site, experiential marketing is referred to as \u201cevent marketing\u201d and \u201cinteractive design.\u201d How would you best explain experiential marketing to someone that is unaware of it?<\/b><\/p>\n\n\n\n

Ewen: Simply put: Experiential marketing is a mutual value exchange between brand and consumer in the real world, based on a set of strategic goals. The executional tactics are where you start to see variety. <\/span><\/p>\n\n\n\n

Why do you think this approach has become so important for marketers?<\/b>
<\/b><\/p>\n\n\n\n

As marketing has moved towards storytelling, brands have found that the best ways to communicate with consumers are to create narratives that can exist in multiple platforms. Out of all of the forms of marketing and advertising, only experiential really commands the dwell time long enough to tell detailed stories, so naturally, it is having a moment. Combine that with the fact that social, shareable media, especially Instagram, is driven by creativity and the combination is quite effective.<\/span><\/p>\n\n\n\n

What would you say are the characteristics of a successful experiential campaign? <\/b>
<\/b><\/p>\n\n\n\n

Successful experiential campaigns allow the attendee to see themselves in the experience. It has to connect to them both sensorially and emotionally. It must educate or entertain or distract or delight, but all without hiding the brand\u2019s core values at its center. <\/span><\/p>\n\n\n\n

Is there a Fake Love project you\u2019re especially proud of)?  <\/b><\/p>\n\n\n\n

The work that comes to mind is 7UP, IBM, or our recent work for Dropbox at the TED conference. People left feeling like they had truly experienced something meaningful.<\/span><\/p>\n\n\n\n