Tag: Experiential marketing


Creating A New Experience: Experiential Marketing Engagement in a Low-Contact World

June 15th, 2020 | Nicole McCallum, Group Account Director and Abigail St Pierre, Senior Producer, Diamond

Is experiential marketing (XM) dead? We’ve heard this question since the start of this pandemic. From suppliers, vendors and even clients. Admittedly, it’s a fair question. There are no events and people need to stay at least six feet away from each other, so why would they want to be in a crowded public space, let alone get close to strangers. Is this truly the end of experiential marketing?

The Need for Interaction

The answer is a resounding NO! The truth is we have a natural chemical—Oxytocin—hard-wired into our DNA, which makes us crave social contact on many levels. It’s released in our brain during social interaction and contact, increasing happiness and reducing stress. So on a very base level, we need social engagement and, when we’re deprived of it, we begin to crave it.

Now, the challenge is that COVID-19 has made mass attendance at places like malls and music festivals impossible. However…

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