Experiential Advertising in a Shifting World: Thoughts from My OCADU Lecture

Recently, I had the opportunity to lecture at OCADU on a topic that is reshaping our industry: experiential advertising. The recent change in our global climate has fundamentally altered how we interact with brands, making this an essential conversation for modern design and marketing.

Here is a breakdown of the core concepts and research I shared during the session.

The Multidimensional Approach

The central question I posed was how experiential advertising can become multidimensional, and how different mediums can effectively engage consumers. This requires understanding how transmedia can translate experiential marketing into a versatile, cross-mediated method of engagement.

These diverse media forms provide a distinct way of messaging, benefiting brands that are attempting to establish a personal connection, stay relevant, or make a meaningful social impact.

The Data Behind the Experience

To understand the true value of experiential marketing, we have to look at how consumers actually respond to it. During the lecture, I highlighted specific demographic studies:

• Nearly 8 in 10 millennials (77%) state that some of their best memories are from an event or live experience they participated in or attended.
• Additionally, 69% of these individuals believe that attending live experiences and events makes them feel more connected to the community, other people, and the world.

From a strategic perspective, this level of engagement fosters a much better understanding of a brand’s service or product benefits. It shows exactly how the brand fits into the customer’s lifestyle, which ultimately lowers the barriers for trial and purchase.

Navigating the Current Climate

A crucial part of my research positionality acknowledges the impact of our current global climate. With the effects of COVID-19 and ongoing financial uncertainty, it has become increasingly difficult for people to engage with brands.

Despite these challenges, certain brands have successfully crafted unique experiences that consumers are still willing to go out and enjoy. These experiences are actually growing in popularity regardless of the consumers’ current situations.

Looking Ahead

Moving forward, best-in-class experiential programs will be a critical pillar for building brands and driving stronger engagement. By shifting the focus away from pure technology and toward community and user experience, we can find the right balance of engagement. Recognizing the demographics of who attends these events—and how they choose to experience them—will remain an essential part of analyzing how brands impact society and culture.