What is experiential marketing (XM)? Simply put, it is a strategy for building customer loyalty and brand awareness by curating custom experiences that elicit an emotional response, create memories and influence buying behaviour. When we think about experiential marketing, the first thing that comes to mind are the brand activations at events like SXSW, Coachella and Burning Man where brands invest significant dollars in creating experiences. You might also think of things like the splashy activations that Netflix produced…
