As we march steadily forward into the digital age, the brands that are destined to survive are the ones that can embrace digital and use it to connect with consumers emotionally, says James Fuller of intergrated marketing agency, whynot!.

The popular path for digital at the moment seems to lie in experiential marketing, that is to say creating a memorable experience for consumers through interactive activities that ring an emotional chord. For Pringles, the latest adopter of this strategy, it’s about the fun and humorous connection with fans and with this new campaign- and we must admit they’re doing it rather well.

Making good use of digital yet again with their latest campaign ‘Last Can Standing’, the Pringles marketing team have had come up with giving their consumers the chance to create the world’s tallest virtual stack of Pringles.

Experiential Marketing in Festivals FMCG’s biggest opportunity or just another shopping centre?

Experiential marketing in festivals 

Over the past decade, festivals have become a core part of our cultural currency. The number of festivals across the UK has boomed; there are now more than 500 music festivals alone (compared to 20 back in 1998), and what festivals offer has changed dramatically – they are now less about the music and more about the entire experience they offer.

However, despite the evolution of the format of the festival itself, many FMCG brands have failed to shift their approach to festivals accordingly and see fill the experiential marketing gap. This is surprising as, arguably, it is the FMCG industry that is best placed to capitalise on the shift.