Experiential Marketing

Chapter Five Digital Plus Live

The integration of social media and technology into experiential marketing strategies provides brands around the world with a powerful engagement platform. Gone are the days when experiences lived for mere minutes, hours, or days. When combined with interactive technology and digital channels, brand experiences can live on for much longer periods of time. Marketers also have the capability to use social media to amplify an engagement to thousands or even millions of people who aren’t attending a live experience. And those attendees, when given share-worthy experiences, will create and share content themselves—effectively self-amplifying their experiences for a brand.

Marketers continue to refine how they leverage social media and technology across live experiences. Across both business-to-consumer and business-to-business brands, an experiential digital strategy has become critical to the success of programs. Properly fused online and offline engagements share four Digital Live Stems:

• Stem 1. Extended Communications. Marketers are using technology and social media to extend brand experiences. Digital tools and elements allow dialogs to begin early, stay constant during a live experience, and then continue.
• Stem 2. Amplified Engagements. Singular or collective social media activation married with interactive technologies allows brands to multiply experiences directed at hundreds or thousands of people to millions of others.
• Stem 3. Shared and ...