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."

Consumers increasingly seek real, tangible experiences as digital saturation and AI-driven platforms proliferate. Younger generations are moving away from social media and widespread cynicism toward digital services is growing. The definition of tech is widening across healthcare, gaming, and consumer devices, with many brands acting more like FMCG by prioritising lifestyle, emotion, and personality over specs. Experiential marketing suits tech because high-value items and subscription models increase desire to trial products and require greater consumer commitment. Complex products and information benefit from live demonstration and experiential edutainment, which can make capabilities accessible and build brand stickiness.

Read at The Drum