20 Experiential Marketing Campaign Examples You Can’t Miss
Experiential marketing is a refreshing way for brands to make a strong impression on consumers. To stand out from a digitalised landscape, experiential events are a powerful strategy that leverages physical elements and technology to immerse customers with interactive marketing.
From pop-up events to installations, experiential marketing is attention-grabbing. They create emotional connections with consumers, which increases brand awareness and drives word-of-mouth promotion. With cutting-edge technology from studios like CraveFX animation studio, AR and VR companies and 3D projection mapping companies, brands can create immersive simulations and visual experiences that generate greater buzz and anticipation for experiential events.
For inspiration, here are some VR marketing and projection mapping examples as well as a few event launch gimmick ideas you can incorporate in your experiential marketing. To show how versatile and creative you can get with experiential events, here’s 10 experiential marketing campaign examples you can’t miss! Spread across various industries and types of experiential marketing, you’ll be sure to find one that resonates with your brand!
20 Experiential Marketing Campaign Examples:
- Esplanade Dancing with Light
- Amnesty International
- Gentle Monster: Jentle Salon
- Airbnb: Barbie Malibu Dreamhouse
- GSK Migraine Simulator
- In-N-Out Pop Up
- Netflix: Luke’s Diner
- Ikea: Bath Boats Drive
- Lego: Inspiration Wonderland, Children’s Day
- Refinery 29: 29 Rooms
- Singapore Odyssea: A Journey Through Time
- Netflix: Squid Game Season 2 Red Light, Green Light
- KFC: Saucy Nuggets Dispensary
- Airbnb: Icons
- Delta: CES 2025 at the Las Vegas Sphere
- JBL: JBL Sound Bodega at SXSW
- LEGO x Formula 1: Miami Drivers’ Parade
- Nike: NYvsNY Victory Park
- Pinterest: Phone-Free Coachella
- Samsung x Superman: Super Big Experience
1. Esplanade Dancing with Light
Industry: Arts and Heritage
Year: 2022
To celebrate their 20th anniversary, the esplanade commissioned CraveFX to create their first-ever projection mapping show. Through special VFX, motion graphics and animation, we were able to coordinate the live action movements from dancers with the colourful lights.
As a result, spectators were treated to a stunning show of light and dance. Using visual tricks, the dancers appeared to interact with the live buildings, creating greater immersion for viewers. This large-scale event-promotion projection mapping was a one-of-a-kind experience for spectators and boosted Esplanade’s image as a world-class destination for the performing arts.
Takeaways:
- Elevate live events with animation and VFX to create a lasting impression through immersive sound and visuals.
2. Amnesty International
Industry: Nonprofit
Year: 2016
Amnesty International, a global human rights organisation, has long fought for better refugee conditions. To persuade the UK government to reunite refugee families via the Refugee Family Reunion Bill, Amnesty International launched a living installation as a form of experiential marketing.
Over the course of two days, 18 families each spent an hour in a transparent glass box. Furnished with a table, TV and a sofa, the glass box was assembled like any other living room – perfect for precious family time. The installation showcased family togetherness while exposing how strict UK criterions deprive refugees of family time by keeping them separated from loved ones.
By contrasting everyday comfort with refugee struggles, Amnesty International created a compelling narrative that distilled a complex issue into an emotional yet relatable scene.
Takeaways:
- Spark conversations with impactful installations that are interactive and set in real-time.
3. Gentle Monster: Jentle Salon
Industry: Eyewear Retailer
Year: 2024
Gentle Monster, a South Korean eyewear brand, is renowned for its sleek glasses and viral marketing tactics, including extravagant PR boxes and celebrity collaborations. Their latest partnership with Jennie Kim of BLACKPINK featured a special collection of feminine eyewear and charms.
Fully committing to the theme, the Gentle Salon pop-up is awash in pink and whimsy. With a giant unicorn and capybara, the pop-up resembles an art installation more than a regular eyewear store. Adding a touch of exclusivity, the Gentle Salon pop-up was only available in 13 cities, with Singapore being one of them.
Gentle Monster’s attention-grabbing pop-ups have not only revolutionised the retail experience but also cemented the brand’s reputation as a trendsetter. Their marketing efforts make them effortlessly cool, compelling consumers to align with the brand’s chic image by purchasing their eyewear.
Takeaways:
- On top of creating an immersive retail environment, incorporate elements that are aligned with your brand’s personality like Jentle Salon’s capybaras and unicorn for a cohesive experiential marketing tactic.
- Gentle Monster’s eye-catching and unconventional visual merchandising sets them apart. Differentiate your brand from competitors with innovative and creative displays.
4. Airbnb: Barbie Malibu Dreamhouse
Industry: Hospitality
Year: 2023
Partnering with Warner Brothers and Mattel in celebration of 2023’s hottest and pinkest movie, “Barbie”, Airbnb transformed one of their homes into Barbie’s Malibu DreamHouse. This unique collaboration came with a special twist, as Ken has decorated Barbie’s DreamHouse with some much needed Kenergy.
This is arguably the best form of experiential marketing here—you get to live like Barbie for a day! Unsurprisingly, this Airbnb listing was sensational and was the most popular listing when it was available.
Since its announcement, the experiential marketing stunt has received 250 million social media impressions, over 600,000 media coverage and 13,000 press hits. Truly, it’s Barbie’s world and we’re all just living in it.
Takeaways:
- Tapping into a major pop culture event, like the release of the Barbie movie, can generate significant interest and engagement, trendjack widely anticipated events to boost your brand’s relevance.
- Allowing fans to live out their childhood dreams of being Barbie for a day creates a strong emotional connection. Craft experiences that resonate emotionally with consumers to foster brand loyalty!
5. GSK Migraine Simulator
Industry: Healthcare
Year: 2016
To raise awareness for migraine sufferers and market their migraine drug Exedrine, GlaxoKlineSmith (GSK) used a migraine stimulator to recreate how migraines feel. Virtual Reality (VR) was used to show the different visual symptoms accompanying migraines like disorientation, auras and sensitivity to light.
Although it was part of a marketing program, the campaign evoked sympathy for migraine sufferers and shed light on how disorienting the condition can feel. Clearly, the campaign struck a chord as it received over 19 million views on social media and over 285,000 social media engagements.
The campaign, awarded at the Cannes Lions Health show, is a great example of how experiential marketing and VR can help convey real patient experiences, to promote better understanding. GSK’s approach not only demonstrated VR’s potential in healthcare marketing but also showed how experiential marketing can be used for good.
Takeaways:
- Experiential marketing can also be a way to educate users and consumers. When used to foster empathy and understanding, it can create a strong emotional connection with your target audience.
6. In-N-Out Pop Up
Industry: Food and Beverage
Year: 2024
American burger chain In-N-Out is infamous for the snaking queues at their pop-ups. In their latest Singapore pop-up earlier in May 2024, their burgers sold out before the pop-up officially opened, despite the store preparing 500 burgers!
In-N-Out’s pop-up events also drew similar crowds in Sydney and Tokyo, with hundreds willing to wait in line for a taste of their burgers. Aside from burgers, the pop-up also sold various merchandise, allowing customers to engage with the brand in different ways.
Leveraging the solid reputation they’ve built in America, In-N-Out’s time-limited and exclusive pop-ups are often a much anticipated event for burger fans. With frequent coverage of the long queues and high demands, their pop-ups have also generated significant word-of-mouth, press coverage and social media buzz in foreign markets. All without owning a store!
Takeaways:
- Leverage your brand reputation to create buzz in new markets with experiential events that allows customers to interact with your brand.
- Make use of high-impact and limited-time events to create a sense of urgency and exclusivity, helping you to boost demand and footfall.
7. Netflix: Luke’s Diner
Industry: Entertainment
Year: 2016
To promote the premiere of the Gilmore Girls revival, “Gilmore Girls: A Year in the Life”, Netflix revamped over 200 coffee houses in America into Luke’s Diners. As the local hot spot in Gilmore Girls, Luke’s Diner was often the place for the show’s main characters to hang out.
For greater immersion, these coffee houses were decorated with iconic props from the show like Luke’s signs, apron and coffee cups. Easter eggs were also sprinkled throughout with a cardboard cutout of Luke Danes and a sign that says “no cell phones”.
Capitalising on the show and revival’s nostalgic factor, Netflix’s experiential event allowed fans of the show to step into their beloved series. With its unique and visually appealing set-up, fans were often encouraged to take photos and share their experiences online, increasing word-of-mouth and social media coverage.
Takeaways:
- Nostalgia is a powerful emotion to tap on and with the physical immersion of experiential marketing, it’s a killer combination for customers to remember your brand.
8. Ikea: Bath Boats Drive
Industry: Furniture Retailer
Year: 2019
To promote their newly sustainable store along the river Thames in England, IKEA launched an experiential stunt using two large boats to collect plastic waste. The twist? These boats were modelled after IKEA’s popular bath toy, Smakryp.
The boats were remote-controlled and were capable of collecting 20 KG of plastic on every voyage. Not bad for a boat modelled after a toy! IKEA also invited spectators to control the boats via the remote, including them in the clean-up efforts.
Through this event, IKEA reinforced their position as a sustainability champion with a marketing strategy that is closely in line with their branding.
Takeaways: By modelling the waste-collecting boats after an iconic toy, IKEA cleverly connected the campaign to its product line. Integrating familiar products into new contexts to enhance brand recognition and engagement.
9. Lego: Inspiration Wonderland, Children’s Day
Industry: Children’s Entertainment
Year: 2023
To celebrate Children’s Day, LEGO created “Inspiration Wonderland”, a pop-up interactive play space in nine Chinese cities. The campaign blended technology and physical play, aiming to engage both children and parents in a fun and educational environment.
“Inspiration Wonderland” featured various quests and challenges to encourage imaginative play. Children interacted with LEGO bricks and digital screens, tracking their progress through the WeChat app and unlocking in-store rewards. The experience culminated in “The Star Square”, where visitors’ creations were digitally represented in a night sky display, adding a sense of achievement and wonder.
This experiential event drew 104,000 visitors, with 91% visiting LEGO stores afterward and 77% signing up as new LEGO members. For parents and children alike, the campaign demonstrated the developmental benefits of both structured and unstructured play. By involving parents directly and showcasing their children’s creativity, LEGO successfully reinforced its position as a leader in imaginative play.
Takeaways:
- Combining physical play with digital elements, such as the WeChat app and the Star Square digital display, creates a seamless and engaging experience. Consider incorporating digital elements along with physical touchpoints for an integrated experience.
- By designing activities that appealed to both children and parents, LEGO ensured that the experience was engaging for the entire family. Including secondary target audiences can make your campaign more impactful.
10. Refinery 29: 29 Rooms
Industry: Media and Entertainment
Year: 2023
Since its launch in 2015, 29 Rooms by Refinery 29 first appeared in Singapore in 2023. 29 Rooms is an immersive event designed to be highly immersive and engage visitors with a series of curated rooms, each offering unique, often Instagram-worthy installations that explore various themes related to art, culture, and identity.
For 2023, the theme was “Lost and Found” which was inspired by the pandemic. To localise the rooms, they featured rooms inspired by bamboo poles hanging at HDB flats, where visitors can screen print their personal goals onto a shirt and hang them up as part of the installation.
Takeaways:
- Localising your events can draw visitors closer to your brand by evoking familiarity.
- 29 Rooms frequently collaborates with a range of artists, influencers, and brands to create diverse and innovative installations. Consider working with these opinion leaders to help attract a wide audience and add variety to the experience.
11. Singapore Odyssea: A Journey Through Time
Industry: Arts and Heritage
Year: 2025
Crafted for the National Museum of Singapore, Singapore Odyssea: A Journey Through Time is an immersive multimedia experience that takes visitors on a journey through 700 years of Singaporean history. The installation transforms the exhibition space into a multi-sensory adventure using 3D projection mapping, LED displays, interactive technology, and sound.
A particularly memorable element is the reactive companion wristband, which features one of nine animal companions found in Singapore’s native wildlife. CraveFX played a key role in the multimedia production and interactive design, from storyboarding and character design to real-time graphics and experience integration.
Takeaways:
- Immersive technology can turn complex stories and concepts into easily digestible experiences that audiences can explore at their own pace.
- Give visitors something personal to interact with. Singapore Odyssea’s companion wristbands made each journey feel more individual while reinforcing the larger story.
12. Netflix: Squid Game Season 2 Red Light, Green Light
Industry: Entertainment
Year: 2024
To build up hype for the latest season of their TV show, Squid Game, Netflix decided to bring one of the series’ most recognisable games into the real world. In December 2024, hundreds of fans gathered at the Champs-Élysées in Paris to participate in a game of ‘Red Light, Green Light’ underneath a giant Young-hee doll. Reportedly, over 50,000 people registered within hours, with only 909 lucky fans selected to play.
The campaign worked because it gave fans the chance to become part of the show rather than simply watching promotional content. It built out a familiar world, with costumes and a full-scale installation for audiences to dive into, while the competitive element gave participants something genuinely exciting to do to boot.
Takeaways:
- Turn recognisable elements from your brand into physical experiences that audiences can participate in.
- A strong experiential campaign can drum up excitement for beyond just the people who attend. Spectators, social media users, and the press can become part of the audience too.
13. KFC: Saucy Nuggets Dispensary
Industry: Food and Beverage
Year: 2024
KFC launched their Saucy Nuggets with an unexpected twist back in 2024. They designed their one-day-only pop-up to look like a Californian cannabis dispensary. The KFC Nugget Dispensary featured flavour stations, product displays, branded artwork and staff dressed up as “Sause-perts” and “Nugg-tenders”, led by the chef/influencer Ian Fujimoto.
The playful concept was designed around the release date: 4/20, giving KFC a culturally relevant hook while still keeping the experience firmly centered on its product. More than a thousand people were in attendance, consuming roughly 15,000 nuggets, and generating more than 1 billion impressions online.
Takeaways:
- Look for unexpected cultural moments that can give your products a fresh context.
- A strong concept can take a simple product launch into an experience people want to document, remember, and share.
14. Airbnb: Icons
Industry: Hospitality
Year: 2024
A year after the Barbie Malibu Dreamhouse experience, Airbnb turned fantasy into reality once again in 2024 with Icons. This new category of experiences offered guests the chance to step inside extraordinary worlds inspired by movies, media, and pop-culture. Experiences included staying inside the floating house from Up, spending the night in Prince’s Purple Rain house, and living in the X-mansion, based on the animated series X-Men ‘97.
Icons demonstrated the company’s promise to help customers experience places and moments they might otherwise only see on a screen. The first launch included 11 such experiences, with more than 4,000 tickets made available in 2024.
Takeaways:
- Experiential marketing can be built directly into the product or service itself, making the campaign that much more authentic.
- Collaborating with recognisable entertainment properties and personalities can help brands tap into existing fan communities.
15. Delta: CES 2025 at the Las Vegas Sphere
Industry: Aviation
Year: 2025
Delta celebrated its 100th anniversary by turning its showcase at the 2025 Consumer Electronics Show (CES) into a large-scale immersive experience at the Sphere in Las Vegas, Nevada. Rather than delivering a conventional corporate keynote, Delta decided to use the Sphere’s enormous interior and exterior screens to tell the story of a hundred years of Delta.
The experience included an interactive exhibit in the Sphere’s Atrium where visitors could experience virtual pilot training and see Delta’s history brought to life.
Takeaways:
- Corporate events don’t have to feel corporate. Immersive visuals and interactive experiences can help make presentations infinitely more memorable.
- Use your physical venue as part of the storytelling instead of treating it as a backdrop.
16. JBL: JBL Sound Bodega at SXSW
Industry: Consumer Electronics
Year: 2025
For the launch of the JBL Flip 7 and Charge 6 speakers, Los Angeles based audio equipment manufacturer JBL brought their products to life at South By Southwest (SXSW) 2025, with the JBL Sound Bodega, a corner-store themed sound experience around music, culture, and discovery. The immersive venue gave visitors the opportunity to experience the products while enjoying live performances by artists.
Even the visual details of the bodega reinforced the corner-store concept, with the Flip 7s designed to resemble fresh fruit inside the bodega. More than 2,000 SXSW attendees visited the Sound Bodega, elevating a product launch to a memorable experience.
Takeaways:
- Build an environment around the lifestyle your product represents rather than simply displaying the product.
- Sensory experiences can be especially effective for products like audio, food, beauty, and technology, where potential customers benefit from experiencing the product first-hand.
17. LEGO x Formula 1: Miami Drivers’ Parade
Industry: Toys and Sports Entertainment
Year: 2025
Formula 1 and the toy manufacturer LEGO took their partnership to the track in spectacular fashion at the 2025 Miami Grand Prix. Forgoing the usual parade vehicles, all 20 drivers on the grid were outfitted with lifesize LEGO models of their race cars that they could actually drive.
The cars were built at almost 1:1 scale, using around 400,000 LEGO bricks, with 26 designers, engineers, and builders putting in approximately 22,000 hours to bring the concept to life. The result was a glorious spectacle that perfectly connected LEGO’s core idea of building with excitement and the engineering marvels of Formula 1.
Takeaways:
- A partnership becomes more memorable when both brands’ identities are centered in the experience itself.
- Take something familiar and make it dramatically larger, stranger, or more interactive to create a spectacle audiences will never forget.
18. Nike: NYvsNY Victory Park
Industry: Sportswear
Year: 2024
During the 2024 Olympics, Nike transformed the Emily Warren Roebling Plaza at Brooklyn Bridge Park into Victory Park, a three-day basketball experience centred around the championship moment of the NYvsNY tournament, spotlighting the city’s emerging basketball talent.
Featuring a custom basketball court built on-site, and set at one of New York’s most photographed locations – the Brooklyn Bridge Park with the Manhattan skyline. The campaign demonstrates how experiential marketing can bring together sport, community and place, making the location and local sporting culture part of the campaign’s identity.
Takeaways:
- A carefully picked location can become part of the campaign rather than just where it takes place.
- Connect brand activations to local communities and culture to make them feel more relevant and authentic.
19. Pinterest: Phone-Free Coachella
Industry: Social Media
Year: 2026
When social media company Pinterest partnered with Coachella, a music festival whose recent reputation as the “Influencer Olympics” overshadows its prestige as an indie and alternative music event, the brand tackled this problem head-on: by asking people to put their phones away. Pinterest’s curated phone-free experience had visitors lock away their devices and engage in analogue activities designed for creativity and connection.
The core idea is centred on being present rather than constantly documenting the moment, tapping into the nostalgia for the good-old-days of interpersonal interaction and festivals centred on music, rather than social media moments. It was a clever concept for Pinterest, a platform built around inspiration, allowing the brand to position itself as the place where inspiration begins before people take it out into the real world.
Takeaways:
- Sometimes the most effective way to stand out is to challenge the conventions of your own industry.
- Make the campaign message part of the experience itself. Instead of just talking about living in the moment, Pinterest built an environment that encouraged visitors to do so.
20. Samsung x Superman: Super Big Experience
Industry: Consumer Electronics and Entertainment
Year: 2025
In 2025, Samsung teamed up with Warner Bros. and DC Studios to promote the release of Superman. Built around the “it’s not just big, it’s super big” concept, the campaign brought Superman-themed experiences to the public through a series of digital and physical activations.
In London, Daily Planet-inspired newsstands appeared at locations like The Shard and King’s Cross Station. The activations also expanded into Asia, with malls in Malaysia, Vietnam, and Korea featuring Superman-themed photo booths, immersive pop-ups, and hands-on Samsung product experiences.
Takeaways:
- Give entertainment partnerships a physical presence that audiences can encounter in their everyday life.
- Experiential campaigns can work across multiple touchpoints, from larger public installations to smaller retail displays and social media participation.
Final thoughts
Pulling off an experiential marketing event takes time, resources and a whole lot of creativity. Work with an experienced VR and AR animation studio for immersive technologies to make your experiential event a cut above the rest! Contact us to bring your ideas to the next level.
