Experiential Touchpoints: Bridging Physical and Digital Worlds

Steve Alexander, CEO of MVRK (USA), emphasises the transformative role of AI in experiential marketing. "AI has been the most intriguing and discussed technological advancement for our client partners in the last few years. We’ve explored its use in many facets - from developing strategies and concepts to incorporating it into the experiences themselves," he explains. MVRK has pioneered AI-driven activations, such as generative art exhibits at the San Francisco Museum of Modern Art (SFMOMA) and AI photo experiences, which redefine the boundaries of interactive marketing. 

MVRK’s AI-powered projects are not just about novelty, Steve tells us, but rather about creating meaningful interactions that resonate deeply with audiences. These technologies enable brands to craft personalised and immersive experiences that go beyond mere participation, offering a sense of involvement and co-creation that traditional advertising struggles to achieve.

Despite the rise of digital technologies, the appeal of in-person experiences remains strong. Anthony Mayes, director of production at FUSE Create (Canada), believes that the revitalising boom in live events is driven by their ability to create lasting memories and tangible connections. "From getting liquid on lips for an alcohol and beverage client to taste testing flavours of protein bars, these experiences drive conversions and allow brands to fully own a moment with their target audience," he notes.

Mayes highlights a standout activation - Hilton on the Green - where a pop-up luxury hotel at golf tournaments provided an unforgettable experience for fans. 

“We built a 200 sq ft pop-up hotel at the RBC Canadian Open and CP Women’s Open in 2022, awarding six lucky golf fans the stay of a lifetime in a one-of-a-kind, luxury, one-bedroom hotel just off the green. It was the best seat in the house, and the best bed.”

He explains how this activation not only generated significant PR and social media buzz but also demonstrated Hilton’s commitment to creating unique stay experiences. “Hilton On The Green is still the most talked about campaign in Hilton Canada’s history. It did so well that we are now doing it for a third consecutive year at the end of May. The activations’ ability to have presence across a multitude of mediums made it a great fit for the client, they were able to show participants and viewers that it really does matter where you stay, and that Hilton is at the forefront of creating the ultimate stay experience.”

Blending physical, in-person activations with digital elements to create “phygital” experiences is becoming increasingly popular, too. Reflecting on this new hybrid subgenre of experiential, Mayes underscores the effectiveness of the merging of engaging customer experiences, citing successful examples like the Travis Scott X Fortnite concert and AR-enhanced car dealerships.

“Phygital experiences allow brands to maintain a human connection with consumers while at the same time leveraging technology to enhance the experience beyond the physical world,” he says. “For example, multiple car dealers have used AR technology at Auto Shows and dealerships to enhance the how they deliver vehicle information, not only can you now see a car virtually, but AR technology can show consumers how the car was built, the engine running, and even safety features all overlayed onto the real-life car.”

Amanda Carwood, managing director of Pluto Live (Ireland), has her own first-hand insight into this new experiential market. “The fusion of physical and digital solutions allow for real customer engagement,” she echoes. “In such a saturated market, we’re seeing brands tap into this mix to ensure they meet brand objectives by purposely reaching their target customer.”

As an agency focused on leveraging the best new technologies, Pluto has been revolutionising their offering by focusing on phygital projects. Earlier this year, the team produced a two-day event for a global retailer client, with leadership updates, product and partner showcases, and a rebrand - all within one venue - for almost 3,000 of their global leaders.

“To ensure engagement, excitement, knowledge sharing and innovation, the event was created so that each touchpoint offered a mix of both digital and physical experiences throughout, to create a unique opportunity where not one experience was the same as the next,” Amanda explains. “Included within this was a keynote address with innovation at the heart of its storytelling. 

This blend of immersive technology, digital and sensory experience transported participants on a multi-faceted journey from the start to finish of the production line, from cotton farm to the store of the future. There were brand ambassadors to underline authenticity, photo opportunities to broaden engagement, and walkabout characters strutting their stuff – with digital solutions ensuring accessibility throughout. “This to me was the perfect showcase of ‘true’ engagement – a real-world experience at the crossroads between intent and participation,” concludes the managing director. 

Ryan Herrmann, VP of client services at VMG (USA), explains how the merging of physical and digital elements serves as a means for brands to enhance their storytelling ability while capturing valuable first-party data. 

He exemplifies this by presenting the ways in which VMG is utilising this data to personalise experiential events. “We recently created a personalised digital experience at a client’s most coveted consumer event that leveraged rights and assets from their multi-year sports sponsorship. The activation featured a volumetric scanner within a branded footprint that allowed the 20,000 plus attendees to scan their body in real-time which then created their own virtual character that played within the sports-themed game. Attendees were incentivised to compete and score a goal to win prizes and also received a video of their personalised game play.”

“First-party data is becoming harder to come by these days,” he points out. “We believe in technological solutions that provide the right incentive, with a pinch of gamification, to help sponsors gain proof of who actually attended the event, versus who simply purchased the ticket.”

In Brazil, Felipe Guntovitch, chief operations officer at The Group, reaffirms the critical importance of data, indicating its role in enhancing the latest experiential marketing strategies. "Experiential marketing is increasingly data-driven, but there's still room for growth in data management and analysis," he observes. 

Citing The Group’s recent work with AR, VR, and holographic displays, Guntovitch points out how, together, data and technology are pivotal contributors to crafting interactive and personalised experiences that resonate deeply with audiences. “From technology activations to data management, we ensure that our campaigns deliver immersive and memorable interactions for consumers. These technologies allow us to create dynamic, interactive experiences that resonate with our target audience on a deeper level.”

Guntovitch also notes that today's audiences, especially digital natives, crave personalisation and social sharing opportunities. “By leveraging AI to create unique, shareable moments, brands can meet these demands while fostering sustainability and social impact - a growing priority for consumers.”

All five leaders agree that audience engagement in 2024 will be driven by a desire for authentic, personalised, and memorable experiences. Whether through AI-powered interactions, “phygital” installations, or immersive in-person events, the key is to create meaningful connections that resonate on a deeper emotional level.

Steve points out that the value of experiential marketing extends beyond immediate interactions: "A great experiential strategy can yield amazing amplification via social and PR, providing higher value and ROI than many traditional mediums.” This amplification effect is crucial for brands looking to maximise their marketing spend in a competitive and budget-conscious environment.

There is no question that experiential marketing is at the forefront of the evolving advertising landscape, blending cutting-edge technology with the timeless appeal of in-person interactions. The insights of these industry leaders indicate that the future of experiential marketing lies in creating seamless, impactful experiences that bridge the physical and digital worlds. As brands continue to innovate and adapt, the power of experiential marketing to forge deep, lasting connections with consumers will only continue to grow exponentially.