Econsultancy columnist Nikki Gilliland has shared six of the best experiential marketing campaigns of 2017.

Gilliland says, “The popularity of experiential marketing continues, with brand events and experiences proving bigger and better than ever. 

The benefits are clear. According to a study by Freeman, over half of global CMOs see brand experiences as a way to forge ongoing relationships with audiences, while 90% of global marketers think that brand experiences create more compelling engagement.

So, what has wowed us in 2017? Here’s a quick run-down of some of the most innovative experiential marketing examples, as well as the reasons why they worked.

29 Rooms by Refinery 29

29 Rooms was first launched in 2015 to celebrate Refinery 29’s 10th anniversary. It is an annual interactive exhibition made up of – you guessed it – 29 rooms, each one individually designed and created by retail brands, artists, and other creative types.

The theme for 2017 was ‘Turn It into Art’, and the brands involved ranged from Clarins and Marc Jacobs to Dyson and Dunkin Donuts”.

The best experiential marketing campaigns of 2017

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