With the approach of major events like the 2026 FIFA World Cup and Los Angeles 2028 Olympics, experiential marketing is on the rise, boasting a global spend of over $128 billion. At the C2 Montréal conference, industry leaders discussed the shift in event marketing toward personalized and location-specific experiences. Marketers are focusing on real-life interactions, with technology blending into tactile experiences. Insights from industry executives emphasized the importance of creating spaces that prioritize human connection and enjoyment, moving beyond mere aesthetics to foster genuine consumer engagement.
There's nothing that's more important than connecting in real life and with real people, and experiential creates platforms to allow people to do that.
The design has to serve. It's not a statement. It's serving humans, and that's important. Early on, I didn't care if [people] were there ... Now, I don't care if the space is cool, as long as people are here and enjoying it.
Historically, experiential was about immersing yourself in a new world... where it's headed is... bringing tech into these spaces, but keeping the balance of no tech.
#experiential-marketing #event-marketing #consumer-engagement #technology-integration #personalization
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