Experiential provides tech brands things that other channels can't

"All categories are arguably currently witnessing a desire from consumers for the real and tangible. As we enter a new AI-powered age of digital saturation, the physical experience is what matters and cuts through. Research shows younger generations starting to move away from social media, and there's evidence of a more widespread cynicism around digital platforms and services, summed up with the idea of 'enshittification'."

"This is especially true of many tech brands switching to subscription models that demand even greater consumer commitment and brand stickiness. A great example of this was Microsoft's 'Creators Lab' at Super Bowl, where the brand created large projection domes and surface devices enabling visitors to design custom NFL merch and see it projected at scale - a powerful and playful way to let consumers and enthusiasts experiment with Microsoft's hardware and software in a fun, immersive environment."

There is a growing consumer desire for physical, tangible experiences as AI-driven digital saturation and distrust of platforms increase. The definition of tech is broadening as digital becomes omnipresent, prompting brands in healthcare, gaming and consumer devices to act more like FMCG, prioritizing lifestyle, emotion and personality over technical specifications. Experiential marketing is well suited to tech because it helps overcome category barriers by enabling trial, demonstration and education. High-value products and subscription models increase purchase consideration and demand hands-on trials. Complex products benefit from experiential edutainment and live demonstrations to reach broader audiences and inspire commitment.

Read at The Drum