More about Experiential Marketing
According to Wiki, Experiential marketing attempts to connect consumers with brands in personally relevant and memorable ways. The alternative term customer-experience marketing emphasises the idea of communicating the essence of a brand through a personalised experience.
As a marketing methodology, experiential marketing aims to move beyond the traditional “features-and-benefits” marketing, cast to a wide audience that includes not only those who may benefit from a brand or product, but also those who would not benefit at all. (As a result of such traditional marketing, people avoid messages whenever possible and by any means possible i.e. pop-up blockers, the United States National Do Not Call Registry and DVRs (such as TiVo) to avoid exposure to commercials.) In contrast, experiential marketing presents an experience that people choose to attend to and participate in after identifying the relevance of a brand or product to their needs.
To turn the concept into implementation, you can view some examples from Luminous:
http://www.luminous-asia.com/ProjectExamples.html
Some projects are very impressive such as grand opening of The Venetian® Macao-Resort-Hotel in Macau. It attracts many attention. A very good reference about experiential marketing.
