Before the advent of the word ‘experimental’, experimental marketing had always been seen as an attachment to a broader and conventional marketing. At some point, several attempts were made to define it but due to the fact that it was more associated to experience and skill of marketers, it was only used by agencies and had several terminologies. It was not until it was accepted by media, agencies and brands across the industry, several years later, that it became known as experimental marketing. Experiential marketing, as a unique approach to the task of marketing goods and services, is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering, based on both emotional and rational response levels. Appealing to a variety of senses, experiential marketing seeks to tap into that specia...
