Standing at the crossroads of creativity, technology, and evolving consumer expectations, we’ve witnessed firsthand how the events and experiential marketing industry has undergone a transformative shift in 2024. From tech-driven personalisation to immersive hybrid experiences, eco-conscious initiatives and shifting audience behaviours, the industry has witnessed a dynamic environment where innovation and out-of-the-box creativity led the way. As we step into 2025, the trends shaping this space are poised to push boundaries even further.
Audience Behaviour Shifts
In 2024, consumers became more aware, prioritising authenticity, seamless experiences and instant gratification. Attendees expected events to be highly interactive, personalised and purpose-driven. Younger audiences, in particular, valued experiences that aligned with their values, such as inclusivity and sustainability.
In the coming year, audiences will increasingly seek value-driven experiences that resonate emotionally and align with their personal beliefs. The demand for purposeful events that offer deeper engagement and storytelling is expected to rise. Attendees will gravitate toward experiences that integrate social responsibility, inclusivity and sustainability seamlessly into their narratives. Additionally, the rise of digital-native consumers means brands will need to create interactive, mobile-first content to meet expectations for instant access and gratification.
Hybrid Experiences and Phygital Integration
The hybrid model that gained traction during the pandemic has now matured into a permanent fixture. Events in 2024 successfully combined physical and digital experiences to expand reach and inclusivity. For example, Percept Ice’s groundbreaking collaboration between Kingfisher and Sunburn featured music artist Ritviz, who transformed Kingfisher’s iconic Oolalalala jingle into a high-energy EDM track. Premiering live on Sunburn’s grand stage, the showcase seamlessly blended technology and hybrid platforms, uniting fans on-ground and online for an unforgettable celebration that connected the artist, the festival, and the brand on a monumental scale.
In 2025, hybrid events and phygital assimilation will continue to evolve where physical activations will become more enhanced with digital touchpoints. For example, QR codes will unlock content, AR filters will enhance live interactions, while gamified elements will keep attendees invested both online and offline. Exhibitions in particular will gain from having a digital/online extension for larger business/consumer engagement beyond the physical exposition.
Data-driven Decision Making
Metrics became the backbone of experiential campaigns in 2024, enabling brands to measure ROI and fine-tune strategies. Performance tracking tools like Google Analytics and CRM platforms provided deep insights into attendee behaviour and engagement patterns. From maps tracking audience footfall at venues to real-time sentiment analysis on social media, data insights helped brands make smarter decisions.
In 2025, predictive analytics will take centre stage, offering insights into audience preferences even before events begin. This proactive approach will help brands craft more targeted campaigns, optimise budgets and resources, and deliver experiences that resonate deeply with attendees.
Technology-Powered Personalisation, Predictive Analytics & Voice Commerce
In 2024, personalisation took centre stage, thanks to AI and Machine Learning (ML). AI-powered chatbots and virtual assistants elevated customer interactions, offering instant support, personalised recommendations, and real-time engagement at events. AI-driven platforms not only streamlined registrations and feedback collection but also analysed data to predict audience preferences.
For instance, at Sunburn Goa, AI-powered algorithms helped curate personalised festival itineraries based on attendees’ musical tastes, ensuring each visitor had a unique and memorable experience. Similarly, predictive analytics were enabled to anticipate crowd behaviour, optimise layouts, and improve traffic flow, enhancing overall festival satisfaction.
Looking ahead to 2025, this trend will evolve with hyper-personalisation becoming the norm. Imagine chatbots providing real-time suggestions during events, such as which stage to visit or where to grab a quick bite, all based on individual preferences and past behaviour. This will also play a critical role in post-event analysis, offering insights to refine future campaigns, events and activations.
AI will also expand further into voice search and voice commerce. Voice assistants like Alexa and Google Assistant are already influencing how audiences discover events and make event bookings. As voice commerce grows at a phenomenal pace, brands and agencies will need to optimise their strategies to capture this audience segment by creating conversational experiences and voice-enabled promotions.
Immersive Technologies: AR, VR, and XR Experiences
2024 marked the year when immersive technologies truly embedded themselves into experiential marketing. Augmented Reality (AR) and Virtual Reality (VR) elevated storytelling by creating engaging, interactive environments. For example, Percept Ice introduced the Snapchat Large AR Mirror at Sunburn and Lollapalooza, redefining festival experiences with larger-than-life, ‘Snap-Worthy’ moments. Designed as the ultimate selfie station, the installation featured bespoke filters exclusive to the platform, capturing festival vibes in a way smartphones couldn’t. This immersive AR experience celebrated the iconic ‘mirror selfie,’ turning it into a bold, branded statement that blended technology, creativity and fan interaction for an unforgettable festival highlight.
In 2025, we can expect new technologies to merge even further, blurring the lines between physical and digital. For example, hybrid events will incorporate AR-driven scavenger hunts or VR backstage tours, offering remote attendees a sense of exclusivity and connection. Brands will also leverage holographic performances, enabling global artists and celebrities to ‘appear’ at local venues without ever leaving their home country.
Sustainability and Green Events
The conversation around sustainability gained traction in 2024, as brands prioritised eco-conscious strategies. At multiple events, we collaborated with our clients to minimize single-use plastics and implemented ‘digital only’ entry into the venue to reduce paper waste.
As we move into 2025, sustainability will get closer to being non-negotiable. Festivals and events will increasingly adopt renewable energy sources, carbon-neutral policies and upcycled materials for stage production and installations. Consumers will also demand greater transparency, pushing brands to highlight their eco-friendly initiatives and ethical sourcing practices. Expect to see more partnerships with eco-conscious vendors, reusable event materials, and innovations like plantable tickets or biodegradable installations becoming mainstream.
User-Generated Content (UGC) and Community Building
Influencer marketing became a dominant force in 2024, with curated partnerships driving higher engagement and authenticity. Strategic partnerships with micro and nano influencers enabled brands to connect with niche audiences and build authenticity. Collaborations with digital creators for our clients at events like Nykaaland helped amplify brand stories and build authentic emotional connections with audiences.
In 2025, we will see influencer campaigns take a more strategic approach, focusing on micro-influencers with niche followings to drive hyper-targeted messaging. Brands will also invest in User-Generated Content (UGC), encouraging attendees to become brand advocates by sharing their experiences online. Interactive features like photo booths, branded hashtags, and AR filters will fuel this trend, creating organic buzz.
Community building will take precedence over one-off influencer campaigns. Brands will invest in nurturing long-term relationships with influencers and audiences in 2025, with an aim to foster loyalty through consistent engagement and co-creation of content.
Experiential Retail and Pop-ups
Pop-ups continued to thrive in 2024, blending retail with entertainment to create unforgettable ‘retailtainment’ experiences. Space design and visual merchandising have gained momentum where the strategic creation of physical environments that are reflective of a brand’s essence helps brands express their identity in a tangible, memorable way. Percept Ice launched a dedicated space design and visual merchandising unit comprehending the phenomenal growth potential in this space. Over the past year, we created an approximately 10,000 sq. ft. temporary retail store for Swadesh by Reliance Retail in Jamnagar and multiple immersive exhibits for Coty, Davidoff, and Goa Tourism, to name a few. The experiential retail pop-ups not only merged storytelling with shopping but smartly showcased the brand’s personality; offering significant value and driving long-term recall for the brand.
In 2025, experiential retail will lean heavily on sensory design and gamification. Interactive mirrors, virtual fitting rooms, experiential pop-ups and personalized shopping assistants will redefine the consumer journey, turning transactions into immersive experiences.
Cultural and Inclusive Programming
Diversity and inclusion became central themes in 2024, reflecting broader societal movements. Events embraced multicultural programming, featuring diverse artists and performers to appeal to wider audiences.
In 2025, inclusivity will go beyond programming to influence hiring practices, vendor selection, and accessibility features. Events will cater to differently-abled audiences through assistive technologies and sensory-friendly zones, ensuring inclusivity at every touchpoint.
The Road Ahead
As we look forward to 2025, the events and experiential marketing industry is set to reach new heights, driven by technological advancements, sustainability, and evolving consumer demands. Having been deeply involved in this space, I’m excited to witness how these innovations will continue to shape impactful brand experiences. With AI, immersive tech and data analytics at the helm, the future promises smarter, greener, and more inclusive events, marking a new era of engagement, storytelling and community in the experiential domain.
(The author of this article is Vidya Alva, COO, Percept Ice.)
