Many experiential marketing campaigns fail to properly resonate with their audience because their experiences are fundamentally shallow, concentrating on fun or memorable experience. In order to strike a deeper cord, brands need to pair the experience with purpose. Overwhelmingly the research supports a shifting narrative when it comes to purchasing as an influence. Over four-fifths of consumers purchase products based on purpose credentials. Brands can hyper-focus their purpose by driving real-life experience creating the narrative organically. Microsoft’s ‘Changing the Game’ campaign was a great example of this by focusing on the experience of people with physical disabilities and bringing purpose to the forefront without a catchline. Additionally, brands should look to localize campaigns in order to integrate the narrative, purpose, and experience in a more influential way.
