In today’s digital-heavy landscape, where consumers are constantly bombarded with online advertisements and content, branded events offer a unique opportunity for businesses to create meaningful, lasting impressions.
This in-depth report, based on a comprehensive study of over 1,000 people who attended one or more events over the last year, provides data-driven insights into how experiential marketing is transforming brand interactions, driving customer engagement, and amplifying social reach. The findings demonstrate the measurable impact of branded events and offer actionable recommendations for businesses and marketers.
The Power of Experiential Marketing
Branded events, ranging from exhibitions, pop-ups and interactive experiences to charitable initiatives and fan zones, allow consumers to engage with brands in a tangible and immersive way. These interactions cut through digital noise, fostering emotional connections and increase brand loyalty.
The study found that almost half (44%) of people have attended at least one or more branded events in the past year – a clear sign that experiential marketing holds powerful potential. With many audiences still untapped, there’s a huge opportunity for brands to expand their reach and create lasting impressions through memorable event experiences.
Impact on Brand Perception
Branded events significantly influence consumer sentiment towards a company. According to the research, more than half of attendees (52%) reported feeling more warmly towards a brand after experiencing an event. Meanwhile, 38% said the event made them notice the brand more, while 14% acknowledged that it made them view the company as one that invests in its branding and customer experiences. These findings indicate that experiential marketing enhances a brand’s image, making it more memorable and helping businesses stand out in competitive markets.
Transforming Brand Perception: Innocent Drinks’ Big Knit Campaign
The insight shows that participants feel a stronger connection to a company after attending a branded event, a sentiment mirrored by the success of Innocent Drinks’ ‘Big Knit’ campaign, where the brand has been putting little knitted hats on its bottles in support of Age UK since 2003.
By combining creativity with social responsibility, Innocent Drinks created interactive pop-ups when it kick-started the campaign and encourages volunteers to stitch thousands of ‘bobble-dazzlers’ year after year by handing them in at their local Age UK store. The on and offline nationwide calendar event raises vital funds that go directly to supporting the charity and people across UK regions. This approach not only improves the brand’s image but also deepens consumer trust and loyalty. Marketers and small business owners can draw inspiration from this example by integrating elements of social good and interactive learning into their events to transform brand perception positively.
Social Media Engagement and Word-of-Mouth
One of the most valuable aspects of branded events is their ability to generate social media engagement and word-of-mouth marketing. The research reveals that 62% are likely to engage with the brand on social media after an event.
Among the key factors that drive social sharing, competitions were the most compelling, with 51% of respondents stating they would be motivated to share content from a brand event if a competition was involved. Additionally, 35% said unique visuals and content encouraged them to post on social media, while 25% cited games and participation elements as important factors.
Interactive stations were another driver, influencing 23% of respondents, while 13% mentioned branded hashtags and CSR initiatives as contributing factors. To maximise brand reach, marketers should ensure these engaging elements are included in their events to encourage organic online exposure.
Influence on Purchasing Behaviour
Experiential marketing plays a role in driving purchasing decisions and sign-ups. The study found nearly a third (31%) of event attendees made a purchase or signed up for a service directly after attending an event – a clear testament to the influence of branded experiences. Even for those that didn’t make an immediate purchase, the event still played a key role in shaping their perception of the brand and influencing future buying decisions. This underlines the importance of strong post-event marketing efforts to keep the momentum going, nurture relationships, and turn positive experiences into long-term customer loyalty.
The Long-Term Value of Branded Merchandise
What’s clear from the research is that branded merchandise has a lasting impact on consumer engagement. A staggering 83% of respondents stated that receiving exclusive merchandise or branded giveaways at an event would influence the likelihood of them engaging with or purchase from the brand in future.
Notably, the study found that, on average, consumers kept branded merchandise for 2.5 years, reinforcing the long-term visibility and value of such items. Investing in high-quality, practical branded merchandise can significantly extend the impact of an event, ensuring the brand remains in consumers’ daily lives long after the event has ended.
F1 and LEGO Unleash a New Era of Branded Building Experiences
In September 2024 two of the world’s most iconic brands, Formula 1 and The LEGO Group forged an exciting partnership to launch a range of F1-inspired LEGO products for builders of all ages. Scheduled for release in 2025, this innovative collection will include LEGO DUPLO sets for children alongside sophisticated brick sets for both younger fans and adults, capturing the exhilarating spirit of Formula 1.
Alongside the product range, enthusiasts can look forward to dynamic digital content and immersive, face-to-face activations at race events, including engaging fan zones that celebrate the sport’s rich engineering and technological heritage. This collaboration is set to transform the way fans experience Formula 1 by blending the thrill of racing with the creative joy of LEGO building through the very exciting, branded merchandise partnership.
Types of Events That Attract Consumers
People are most drawn to brand events that incorporate social interactions, education, and entertainment. The research identified that social aspects were the most appealing, with 43% of respondents favouring such events. Educational experiences were also highly regarded, attracting 32% of respondents, while 31% expressed interest in charitable or fundraising events. Additionally, 30% were likely to attend interactive experiences, while sporting events and exclusive experiences garnered interest from 29% and 25% of respondents, respectively. These findings indicate that brands should tailor their events to align with these consumer preferences to maximise attendance and engagement.
The Trust Factor: Live vs. Digital Advertising
According to the insight, experiential marketing fosters greater consumer trust compared to traditional digital advertisements. More than 8 in 10 (82%) of those surveyed said they feel more inclined to trust or engage with a brand they have interacted with at a live event, compared to seeing digital ads. Only 17% felt there was no impact on their trust levels. This underscores the power of face-to-face interactions in building stronger, more authentic relationships between brands and their audiences.
Lasting Impact of Experiential Events
When comparing experiential events to other forms of marketing, the research found that 44% of consumers found branded events to be more appealing. Meanwhile, 37% believed that branded events had the same level of impact as traditional marketing efforts, while only 19% considered them to be less effective. This suggests that while digital and traditional marketing strategies remain relevant, experiential marketing plays an increasingly valuable role in long-term brand engagement.
The Role of Digital Elements in Brand Events
As hybrid and virtual experiences become more prevalent, brands are integrating digital elements into live events to enhance engagement. The study reveals that 61% of consumers are interested in attending virtual or hybrid brand events with interactive experiences. However, 39% expressed no interest in such experiences, indicating that while digital enhancements can be beneficial, in-person interactions remain a priority for many consumers.
When asked which digital features would most influence their likelihood of participating in a brand event, 36% of respondents cited behind-the-scenes access as a compelling factor. Virtual reality experiences appealed to 35%, while 33% were drawn to exclusive content.
Personalisation also plays a role, with 28% favouring customised programmes, while 20% expressed interest in augmented reality integrations.
Creating Enduring Connections
Insights from Samsung Galaxy Z Fold6 & Z Flip6 – East London Takeover
A good example of an exciting brand mixing digital elements into brand events schedule is Samsung. In the summer of 2024 it captivated East London with its bold ‘Fold Town’ activation for the Galaxy Z Fold6 and Z Flip6. The centre piece was a full-sized London bus, artfully folded at a 90-degree angle and dominating Old Street – temporarily renamed ‘Fold Street’ in partnership with Transport for London. Other familiar urban features, including a telephone box, lamp post, and park bench, were similarly transformed to reflect the innovative folding design of Samsung’s new smartphones.
More than a product launch, ‘Fold Town’ was a public art project that turned the city into an immersive playground, seamlessly merging physical and digital experiences. This activation showcased Samsung’s cutting-edge technology while proving that experiential marketing creates unforgettable moments that spark conversation and drive engagement.
Advocacy and Repeat Attendance
Branded events play a key role in turning attendees into brand advocates. The research found that more than three quarters (77%) of attendees were likely to recommend the brand to others based on their event experience. Just 14% indicated they were not likely to recommend the brand, and 9% stated they were not at all likely.
The study also explored what factors would most motivate consumers to attend branded events again. The most influential factor was the creation of memorable experiences, with 28% of respondents citing this as their primary motivator. Additionally, 23% valued takeaways such as knowledge or brand merchandise, while 22% were drawn to the entertainment value of events. Discounts or offers tied to an event encouraged attendance for 15% of consumers, while 12% were motivated by networking opportunities.
Finally …
Branded events are a powerful tool for businesses seeking to create deeper customer relationships, boost brand awareness, and drive engagement. The findings from this research confirm that experiential marketing offers unique advantages over traditional digital advertising by fostering trust, encouraging social sharing, and leaving a lasting brand impression. By implementing effective event strategies and incorporating engaging elements, brands can optimise their experiential marketing efforts, ensuring long-term success in an evolving consumer landscape.
