As we move through the final stretch of 2024, it feels like the perfect time to reflect on some of the year’s biggest experiential marketing trends. So long general election. Farewell Olympics. Adieu Ticketmaster’s queue-to-get-into-the-queue for Oasis tickets.
Back at the start of 2024, we identified several trends we believed would shape the experiential marketing landscape over the coming months. Many of the predictions align with our behavioural science framework, known as MARVELS. Each letter of the word is a pillar, allowing us to apply the lens of behavioural science to build powerful experiences in a rapidly evolving digital landscape.
While some forecasts were spot-on, others were wide of the mark. Let’s explore what we got right, what we didn’t, and what this means for brands going forward.
The Year So Far: Hits and Not-So-Hits
Immersive Experiences Took Centre Stage
One of our spot-on predictions was the rise of immersive experiences. Brands leaned into creating multi-sensory, highly engaging activations that placed the audience at the heart of the experience. Take EE’s immersive circus performances [Created by Havas Play in partnership with Studio Secret Cinema] or Snapchat’s AI-driven AR lockers at Selfridges, these are prime examples of how brands used Magic (from our MARVELS framework) to make their activations memorable by engaging multiple senses. They transformed the ordinary into the extraordinary, captivating audiences in unexpected ways.
Similarly, Lays (or Walkers to us Brits) created a stir by using AI to challenge sexism in football through a campaign that changed a commentator’s voice. A clever example of Relevance and harnessing AI to connect with the public on a pressing social issue.
Wholesome Experiences Were Left Behind
However, we’re not afraid to admit that not all our predictions played out as expected. After some pretty in-your-face stunts, we foresaw a shift towards more wholesome, understated experiences. We expected consumers to crave sincerity over spectacle. Instead, bold and brash campaigns dominated. Brands like Nike and Pepsi doubled down on high-energy, high-impact activations, proving that in a world of fleeting attention, louder may still be better. Anyway, onto the next point…
The Rise of Hybrid Events and Phygital Experiences
A key trend we anticipated correctly was the rise of hybrid events and phygital experiences, as brands merge the physical and digital worlds to create seamless experiences, while pushing the boundaries of what’s possible in a digital-first world.
Manchester City successfully blended the physical and the digital, using Web3 and NFT technologies to bond with fans. As mentioned previously, Snapchat recently pulled off a great activation in Selfridges, where you could try different clothes in AR in the in-store changing rooms. Whereas other apps simply had people trying it on at home, the physicality of the Selfridges changing rooms elevated the experience into something more powerful. Both brands had the foresight to see that the ‘physical space’ mattered, and both did a great job of seamlessly integrating digital elements into the real world of retail. We love this kinda stuff.
These activations successfully blended the Exchange and Adequacy levers, offering audiences the chance to interact in both real and virtual spaces while ensuring ease of engagement and immersion.
The rise of hybrid events underscores the need for flexibility in strategic planning. As highlighted in Arq’s recent whitepaper – “Experience 3.0: What Behavioural Science Says About How to Augment Your Customers’ Reality” – brands that can pivot between physical and digital realms (and blend them effectively) are better positioned to meet the diverse needs of their audiences. This adaptability is not just a trend but a strategic imperative for brands aiming to stay relevant in an increasingly disposable world.
The Power of Partnership: Collaborative Brand Activations
The team-up dynamic is thriving in the world of gaming and esports, where we had the pleasure of being involved in major collaborations between Red Bull and Riot Games for both their Valorant and League of Legends tournaments.
We’ve seen firsthand how these collaborations amplify the experiences beyond just the game, engaging global audiences through content, live streams, and live in-person events. Collaborative activations aren’t just about sharing costs or resources; they’re about amplifying impact. When done right, these partnerships create a buzz that reverberates far beyond the initial campaign, leaving a lasting impression on consumers.
Trending Popular Culture Is Your Best Friend
We predict that brands will learn from the success of Airbnb’s cinematic brand homes by injecting pop-culture’s influence into the very core of their campaign designs. Airbnb’s collaborations, such as Ken’s takeover of Barbie’s Malibu DreamHouse [created by Weber Shandwick in collaboration with Warner Bros and Airbnb], have shown how leveraging popular culture can create highly engaging and memorable experiences. In fact, it’s a perfect example of how brands can apply the Magic and Labelling principles from the MARVELS framework to elevate their brand experiences. As we look to 2025, this type of pop-culture synergy will be a critical tool for creating campaigns that both engage and captivate, and we’re all on board.
An example of this trend in action is CeraVe’s Super Bowl commercial featuring actor Michael Cera, which cleverly positioned him as the mastermind behind the dermatologist-developed skincare brand. This campaign successfully tapped into popular culture, resonating with audiences and demonstrating the power of cultural relevance in marketing.
So, Where Now?
Reflecting on our crystal ball gazing for 2024, it’s exciting to see that many predictions hit the mark, while others opened up new possibilities we hadn’t anticipated. That said, in an industry as dynamic and ever-evolving as experiential marketing, our MARVELS framework remains one of the most effective tools for brands looking to stay ahead of the curve, anticipate trends, and create powerful, resonant experiences.
One thing is certain: experiential marketing is here to stay, and brands that focus on creating powerful, emotionally resonant experiences will lead the way.
Image source: CeraVe
