Consumers have moved beyond the bombardment of digital advertisements and are seeking genuine human connection. This shift isn’t just a passing sentiment; it’s driving a renewed emphasis on experiential marketing. Across our tours, I’ve noticed first-hand how audiences light up when brands deliver real, in-person experiences. It goes far deeper than mere novelty—there’s a collective craving for authenticity.
The Rise of Real Engagement
There’s growing evidence that people miss the immediacy and excitement of live events. The Australian Marketing Institute recently reported that 68% of marketing professionals consider face-to-face activations “critical” for building lasting brand relationships.
Those findings echo what we see on tour. Brands are becoming less satisfied with purely digital campaigns and more eager to establish genuine connections on the ground. Some are keen to add digital components—such as QR codes or sponsored social content—but only when it heightens the on-site experience rather than replacing it. This balanced approach allows them to leverage online channels without abandoning the emotional impact of a personal encounter.
Capturing the Moment
During a tour with a celebrated author and screenwriter along Australia’s east coast, we integrated product sampling with digital elements like big-screen commercials and QR codes. Audiences were genuinely delighted and surprised to find brand gifts waiting for them, which sparked immediate conversations across social media. Their spontaneous user-generated content (UGC) showed an uptick in positive sentiment, and the brand in question enjoyed an uplift in retained audience and sales. We also gathered vox pops from attendees, which will help shape future campaigns aimed at elevating the live show experience. That blend of surprise, delight and data-driven insight is the essence of experiential marketing.
Another instance focuses on an upcoming national tour aligned with a high-profile major event. We’re offering VIP Meet & Greets for a popular artist, and the response has been overwhelming—86% of those premium tickets sold out months before the tour date. The demand has added extra shows, proving that fans are hungry for direct access to the artists they admire. It’s a sharp reminder that tapping into fandom can be a game-changer for brands looking to align with genuine passion. While I plan to explore fandom in a separate article, it’s clear that connecting fans and artists in a tangible way amplifies excitement—and brand sponsors can benefit tremendously by embedding themselves in these moments.
Human Connection Over Transactional Deals
“I don’t sell transactional relationships; everything I do is about delighting the audience and presenting value for brands.”
It’s a sentiment that underpins my approach and underscores why experiential marketing resonates so powerfully. People are growing wary of endless digital scrolls, pop-ups, and the rise of “youthful experts” across every social platform. Though social media influencer marketing remains an essential tool, there’s something incomparable about watching an audience react in real time to a live activation, especially when an artist of genuine calibre is involved.
A side note here: since drafting this post we’ve seen the destablisation of TikTok, overt protests against Meta platforms and migration of audiences to alternative channels. This in inself presents challenges for brands looking to activate via a social audience. These shifts in platform stability and user migration complicate brand outreach and engagement, businesses must continually adapt to remain effective.
We’ve all seen brands flourish by weaving their message directly into the live experience. They might opt for headline partnerships, product placements on theatre seats, or creative collaborations with the performer. In each case, the goal is to offer a seamless extension of a live event rather than a jarring sales pitch (read: ad). That means building relationships that respect both the artist’s craft and the audience’s intelligence. At the time of writing this post, I’ve been immersed in all key sports of the Australian summer – cricket and tennis. One doesn’t need to look hard to see how brands are flocking to be where the audience is, and integrating that activity across other channels.
Why This Matters for 2025
Brands aiming to stand out in 2025—and beyond—are already moving away from impersonal displays and toward immersive experiences. Our own suite of offerings often combines digital and real-world touchpoints: big-screen TV spots, official event videos, product sampling, and artist-led brand activations across live tours. The best results happen when every channel feels like a natural extension of the live event. It could involve a simple backstage moment with an artist who truly believes in the brand’s values, or a dynamic pre-show screening that primes the crowd for an unforgettable night.
There’s no shortage of chatter about how marketing is evolving, but the fact remains: human connection is irreplaceable. Face-to-face encounters spark emotional bonds that clicks alone rarely achieve. People want to hear from artists who have real credibility—those who’ve earned their status in the cultural landscape. When a brand works with those kinds of talent, it gains the sort of trust that’s hard to replicate anywhere else.
For me, the real highlight is watching an audience cheer not only for the headliner on stage but also for the brand that brought them together. I’ve observed that spark in countless times, and the appetite for it only seems to be growing. Social feeds and influencer shout-outs still have their place, but they’re most potent when they complement experiences that people can touch, see, and feel in person.
Experiential marketing is poised to dominate in 2025 because it elevates our fundamental need for genuine human connection. It’s backed by evidence, driven by creative collaborations, and—most importantly—felt by audiences. The transformative power of these live interactions will see the brands embracing real-world experiences now to be the ones thriving tomorrow.
