The terms “experiential branding” and “brand experience” are often confused so let’s clear this up.
All brands have a brand experience but not all brands engage in experiential branding.
All brands provide a brand experience; that is; the experience the audience has with the brand. This is true whether the brand takes the time to design the experience or not.
That said, not all brands engage in experiential branding, which is:
The active design and development of real-world sensory interactions specifically to create a unique and memorable experience of the brand.
This strategy revolves around the sensory experience for one reason and one reason only. The impact is has on memory and the subsequent actions of the consumers who experience it.
One study by Mood Media uncovered that sensory experiences drive 9 out of 10 shoppers back to stores. In other words, if you’re engaging the senses, your cementing your brand to memory and future business.
WWF was on a mission to raise awareness among the public in London around the issue of animal trafficking. To engage the senses, they created a life-sized elephant hologram to roam the streets on London for 24 hours.
The image of an Elephant walking towards you on the streets of London is not something you’d forget in a hurry.