Experiential works. We know that. It provides brands with an unequalled opportunity to create an impactful and memorable impression via face-to-face interaction.

However, experiential campaigns are stronger when enhanced, amplified and prolonged with digital. Both communications are centered around discovery and interaction. Consumers that choose to engage with brands at events or online are doing just that – choosing. They are active, rather than passive, which is why experiential and digital are perfect partners.

Digital can be utilised to create awareness of an event, via social media, microsites, Apps, games and virals. Creating content at events is also key , allowing consumers to share their experiences, whether this be uploading a branded image to Facebook or Tweeting, reviewing the experience and generating WOM. Finally, digital should be used to ensure that the dialogue continues post event and the engagement continues. Consumers need to be rewarded for their loyalty and reminded of the experience, prompting emotional recall and nostalgia.

So, to ensure that experiential campaigns are stronger, live longer and have wider each, digital must be integrated.

We worked with one of our favourite clients – Topshop  – and the lovely guys at Fresh Networks to create a live in-store experience. The campaign was amplified via social media, resulting in 5.3 million additional Facebook views and a years’ worth of Facebook activity in just 4 days. The total reach was a huge 7.5 million. Check out the case study here: http://www.freshnetworks.com/clients/topshop