Experiential marketing is always evolving, and the industry is poised to outpace prepandemic spending this year. It’s no surprise, then, that 2024 has already proved to be a landmark year for experiential campaigns. From a nostalgia-packed stay at Polly Pocket’s home to a dupe McDonald’s pop-up, creativity in this arena has been flowing.
With a wealth of impactful, original and delightful campaigns already in the books for 2024, we decided to bring back Ad Age Studio 30’s popular Best of Experiential roundup. This edition features insights from our esteemed panel of Amp insiders, shining a light on the year’s most inspiring and noteworthy work while showcasing the power of brand experiences that truly resonate.
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Rob Hersey, UM
“It’s hard to think of a more delightful experiential campaign than Pop-Tarts’ The First Edible Mascot,” said Rob Hersey, global chief creative officer at UM. “This campaign was the perfect combination of a must-see activation spectacle, a new sports ritual and brand mascot cannibalism. It’s also a great proof point to clients, who can often struggle to see the value of experiential—the scale and impact achieved through social conversation outweighed the people that experienced the activation or even saw the broadcast.”
Read more in Ad Age.