Posts Tagged: The Economist

Is experiential impossible to define?

The increasing diversity and continual evolution of this growing marketing discipline makes it tough to articulate. But Sense planning director Alex Smith believes he has a solution.

Budweiser’s TV and YouTube ad for the 2015 Superbowl featured a live Pacman game

Over the years there have been many attempts to define experiential marketing, and generally they have fallen short. This is hardly surprising, as recognisable examples of the discipline have taken on an unlimited number of forms.

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The war marketing can never win

Marketers should stop playing entertainment at its own game and trade fiction for fact to make more impact, says Alex Smith, planning director at real world marketing agency Sense.

Most marketing copies popular media, usually consisting of a fictional story or vignette residing behind four metaphorical walls. These might be the four walls of a page, screen, or in the case of experiential even the four invisible walls of a site space. Within this space, we try to put on a show, communicate the brand message, and hope people notice.

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