On Immersive Engagement

Funky Business is an experiential marketing agency in Bucharest, Romania.
I like how they explain their practice on their blog.

What does experiential marketing actually do?
Strategically, it turns the consumer into an explorer.
It transposes him into a medium charged 360° with brand values, it involves him in a story.
The story has to be fascinating enough that consumers wish to listen to it and share it with others. The goal of the interaction between the brand and the consumer in experiential marketing is more than driving trial. It’s about transforming perceptions, making fresh emotional connections that other marketing activities simply can’t deliver.

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