What's More Impactful ?
- A billboard display on Fifth Avenue in New York City telling people how wonderful the Holiday fragrance is from NEST New York® and that it’s the perfect choice for the merriest season.
- A fully immersive experience on Fifth Avenue in New York City featuring lit Christmas trees and the aroma of NEST New York®’s Holiday fragrance wafting through the air as you go from store to store.
These days, most marketers would pick the experience over the billboard. That’s why NEST New York® started using this immersive marketing tactic in 2024—because what better way to sell a seasonal fragrance than to appeal to people’s senses as they shop and prepare for upcoming festivities and hosting occasions?
If you’re not already fully sold on the power of immersive marketing, that’s ok! Team D&A took a deep dive into this popular method for you, and we think you may feel differently after seeing it in action.
Immersive Marketing 101
Don’t stress if you’ve gotten to this point and you’re still not 100% sure what immersive marketing entails, because we’re here to tell you.
Immersive marketing uses out-of-the-box vehicles to encourage consumers to interact directly with your brand, often by appealing to their senses (sight, sound, smell, touch, taste) or getting the consumer to engage in a specific, yet unique, action or experience. Not only does this result in a lasting impression, but it creates a strong connection between you and your consumer audience by making them a true part of your brand.
Often, people hear the word “immersive” and their minds immediately go to virtual reality experiences, but that’s only one small part of the endless possibilities that come with this rising marketing tactic.
- Sensory - Appeals to a consumer’s senses: sight, sound, touch, smell, taste.
- Experiential - An experience that places the consumer directly into or at the center of your brand.
- Interactive - The consumer is an active participant with your brand and is not just passively consuming your advertising.)
Big Brands Do Immersive Marketing Right, But You Can Too
From cosmetic companies like Rare Beauty and Glossier to tech enterprises like Sony and Apple, large-scale brands often have the means to go all out with their immersive marketing efforts—and as of late they haven’t been holding back.
But this doesn’t mean that you have to have an unlimited marketing budget to pull this tactic off successfully. At D&A, we’ve been finding creative ways to implement immersive marketing without breaking the bank, and we’re excited to explore even more opportunities to use this strategy. Here are just a few examples of what we’ve done for clients and for our own agency promotion:
