Reimagining Experiential Marketing For Digital Natives

Experiential marketing is transforming the way brands engage with digital natives, particularly Gen Z and millennials. These tech-savvy, always-connected audiences crave immersive, interactive experiences that go beyond traditional advertising. By leveraging the latest technology and innovative strategies, brands are designing campaigns that captivate and resonate deeply with these demographics. From virtual reality events to influencer collaborations, experiential marketing creates memorable, authentic connections that drive brand loyalty and engagement.

Everything Experiential talks to experts, who delve further into this phenomenon.

Integration of live events with digital experiences

Increasing engagement for digital natives has become imperative. And we are at a time where live events and digital experiences are two sides of the same coin. In India, we have leapfrogged from landlines to 3G and now 5G technology. “This coupled with the penetration of smartphones reaching 71 per cent of the population and an inexhaustible appetite for short-form content, live media events cannot ignore the confluence of digital technology as an important component of the live event experience,” points out Joji George, CEO, Percept Live.

Based on the 2022 Global Meetings and Events Forecast by American Express, 73 per cent of event professionals are optimistic about leveraging technology to enrich the attendee experience.

Sameer Tobaccowala, Chief Executive Officer, Shobiz also understands that in today's era, events are evolving into dynamic, multi-dimensional experiences designed to engage a diverse digital audience effectively. “This audience is highly adept at using digital platforms for communication, information gathering, entertainment, and commerce. Digital natives expect seamless integration of innovative technologies that enhance their daily interactions and experiences.”

He understands that the trend is towards global connectivity rather than localised events. Shows and exhibitions are now broadcast across continents, enabling interactive participation with instant responses. “This level of interactivity resonates with digital natives who value active engagement and immediate feedback. It also provides a fertile ground for integrating technologies such as VR (Virtual Reality), AR (Augmented Reality), AI (Artificial Intelligence), and MR (Mixed Reality) into event experiences.”

George brings out that this can be achieved in certain ways. Talking about personalisation and customisation, he observes that technology enables event organisers to personalise the event experience for individual attendees. 

“In the B2C space, this helps in building the hype and garnering potential ticket buyers by exciting them about what to expect at the event using social media, push notifications and segmented marketing. In the B2B space, event organisers with mobile apps or event management platforms, participants can create personalised schedules, fix meetings, receive tailored recommendations, and access relevant content based on their interests and preferences. This level of customisation ensures that attendees receive the most value from the event and feel more connected to the content.”

Tobaccowala also notes that personalisation is key in this landscape, allowing brands to communicate on a one-on-one basis and enhance interaction with attendees. This personalised approach not only deepens brand engagement but also expands reach and accessibility on a global scale.

George further mentions about that by incorporating technology such as virtual reality (VR) and augmented reality (AR), live events can provide digital natives with interactive and immersive experiences. Attendees can explore virtual exhibits, artist conversations or a new song, content around the show, interact with 3D models, and even attend events remotely through virtual platforms.

He states about the need for increased engagement and interaction. Incorporating technology allows event organisers to provide interactive elements such as live polls, reservation of early bird tickets, contests, Q&A sessions, and real-time feedback mechanisms. “These features encourage attendees to actively participate and engage with the content and speakers, leading to a more dynamic and immersive event experience.”

He cites the instance wherein Volvo utilised VR technology in their trade show booth to create an immersive experience for attendees. Visitors could virtually explore the interior and exterior features of their latest car models, test-drive vehicles and visualize the safety features in action using VR headsets.

George also states that it is about extended reach and accessibility, and integrating technology allows event organisers to reach a broader audience beyond the physical attendees. This also provides an alternative revenue stream for live media organisers. 

“Live streaming, virtual event platforms, and web conferencing tools enable remote participants to join the event virtually, eliminating geographical limitations. This expands the event's reach, increases its impact, and provides opportunities for individuals unable to attend in person to still benefit from the event's content and networking opportunities.”

The most significant part of using technology is data collection and analytics. Technology enables event organisers to collect and analyse vast amounts of data, providing valuable insights into attendee preferences and behaviour. This data helps in understanding attendee preferences, optimising event logistics, marketing and tailoring future events to better meet their audience's expectations. George says, “By collecting data through registration systems, mobile apps, or interactive features, organisers can better understand their audience, track participation rates, and measure the success of various event elements.”

Keeping Gen Z and millennials engaged

George says, “With a plethora of events (both B2C and B2B), personally, for me, the acid test of an experiential event is to maintain the engagement post-event.”

Tobaccowala feels that understanding the target audience, particularly Gen Z and millennials is crucial as they are digital natives characterised by diversity, inclusivity, social consciousness, and a strong sense of individualism. They have shorter attention spans and seek experiences that captivate and engage them deeply.

Innovation plays a pivotal role in capturing their attention. Gen Z and millennials are passionate about social issues and are more likely to support brands that align with their values. Brands can demonstrate their commitment to social causes by partnering with relevant organisations, supporting charitable initiatives, and promoting sustainability and inclusion.

“Brands need to continually introduce new, tech-friendly innovations that resonate with their interests and lifestyles. Social consciousness is another key factor, with this audience preferring brands that demonstrate authenticity, ethical practices, and a commitment to social causes,” George says.

He states figures. According to NCS Solutions, 30 per cent of Gen Zers value brands that prioritise the environment, compared with 15 per cent of baby boomers. Twenty-seven per cent of Gen Z will stay with brands that use sustainable packaging compared with 18 per cent of baby boomers.

Gen Z and millennials value authenticity and transparency.  “Brands should strive to be genuine and honest in their communication and actions considering that GenZ and millennials are tired of the visual perfection they see every day.  This can include showcasing the behind-the-scenes process, bloopers and mistakes, sharing real stories, and being transparent about their values and commitments,” reveals George.

He also observes that Gen Z and millennials are highly engaged with short-form video content, especially on platforms like TikTok and Instagram Reels. Brands can create engaging and entertaining videos that resonate with their target audience, showcasing their products or services in a creative and authentic way.  

Encouraging user-generated content further strengthens brand engagement. “This generation values authenticity and values the opinions and experiences of their peers. By fostering a platform for user-generated content, brands can amplify their reach and credibility within these communities,” Tobaccowala says.

Shobiz’s recent work on Magnum helped win it an award at the Exhibitions Excellence Awards 2024 for Excellence in Engagement & Experiential by Exhibitions Showcase Magazine. “The Magnum Couture Lounge showcased our prowess in the engagement and experiential category since it demonstrates how audaciously a challenger brand can make headlines in a completely different product category. We took upon the challenge of bringing a food brand to India’s largest fashion and lifestyle event, the Lakme India Fashion Week. Magnum’s engagement rate broke all benchmarks with 60 million views for the Magnum Couture Lounge making it a standout highlight of the fashion extravaganza.” 

George mentions, “Gen Z and millennials love to feel involved and be a part of something. Brands can encourage their audience to create and share user-generated content related to their experiential marketing initiative.” This fosters a sense of community and engagement, as well as provides social proof for the brand.

He stated the example of clothing brand Hollister which created the Hollister Collective, a community where customers can share their photos and stories, giving them a sense of belonging and relatability. It started with a dozen of popular TikTok creators who began with various content ideas in-store, like live broadcasting to creating custom music for other videos.

Wrapping up, through a blend of creativity, innovation, and strategic planning, it is not only about capturing the attention of the audience, but also about immersing them in an unforgettable journey of indulgence and luxury combining sensory experiences, interactive elements, and strategic activations.

Neha Kalra

BW Reporters She is the Senior Editorial Lead at Businessworld and majorly covers pieces on advertising, marketing, branding and experiential marketing. She writes closely for BW Marketing World and Everything Experiential.