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What is experiential marketing?

experiential marketing cybermanWhen commuters on the London Underground were confronted by a group of Cybermen one November morning, it wasn’t an alien invasion, but all part of an ‘experiential marketing’ campaign for the BBC’s Doctor Who live show. Read on to find out more.

What is experiential marketing?

Unlike adverts on TV or in magazines, experiential marketing attempts to get the customer to ‘interact’ with a brand. This isn’t a new idea – if you’ve ever had a free sample of food from a supermarket or been to a sporting event sponsored by a famous brand, then you’ve been the target of experiential marketing.

But experiential marketing has really taken off with the internet and mobile technology, making it much easier for brands to connect with millions of people. Alongside traditional advertising campaigns, brands can now build websites which people can interact with in different ways – by commenting on videos or downloading ringtones for example. Plus, posting videos on sites like YouTube or Facebook means people don’t actually have to be at a publicity event to see it happen.