How to Avoid Having Your Experiential Marketing Become Programmatic

Poorly executed experiences are like a pre-roll ad you can’t free yourself from

Some one is sitting at their desk, looking at a computer; a green cape is souring from his back
Experiential activations should aim to inspire users rather than get them to do a transaction. Getty Images

As more industry attention is being paid to consumer experience as an interplay of physical and digital touchpoints, the definition of experiential marketing is getting used in wide and varying degrees. Some think the “Real People, Not Actors” series of Chevy spots could be construed as experiential marketing while admirers of the Fearless Girl statue, citing its continued visibility, would say the same.

@maxlenderman Max Lenderman teaches at Denver Ad School (DAD), University of Colorado Boulder and is a member of the Adweek Academic Council.