Tech Advancements In Experiential Marketing
Swish Goswami, building the next big sci-fi franchise at Parallel Studios.
Experiential marketing isn't new, but the way brands are activating now is at a totally different level. We're seeing companies go beyond billboards and banner ads to create tech-forward experiences that get people talking, sharing and remembering.
This isn't just about pop-up shops or influencer selfies anymore. It's now about building striking moments that live both in real life and the digital world. Moments that make people stop, stay and share. As consumer expectations rise, brands are finding new ways to connect through events that are emotional, interactive and often powered by next-gen tech.
Companies That Are Taking Experiential Marketing To The Next Level
During the Miami Grand Prix in May 2025, the two brands pulled off an absolutely wild activation: 10 full-size F1 cars made entirely out of LEGO bricks. We're talking over 400,000 pieces per car that took 22,000 hours to build and was brought to life by a team of 26 designers. These LEGO cars were actually driven during the drivers' parade, turning heads and taking over every social feed that weekend.
This is what next-level experiential marketing looks like and is the kind of stuff that grabs attention and actually gets people talking (social media is still buzzing over this).
For LEGO, it was a flex in creativity and brand nostalgia, staying true to their brand's promise: 'Give people the bricks and they can build anything they can imagine.'
For Formula 1, it was a smart move to connect with younger fans and families who might not normally be trackside.
Coca-Cola rolled out an augmented reality (AR) vending machine that took things to a whole new level in 2024. Using Snapchat's technology, the company created a unique piece of technology that not only allowed users to purchase its iconic beverage but also "experience the magic as they play, engage, virtually try on exclusive merch, and explore trending Snap AR lenses."
This one is just cool! It's playful, unexpected and totally reimagines what a brand interaction can look like. More brands should be thinking this way.
Netflix is turning empty mall spaces into full-on Netflix House experiences, and it's honestly genius. Starting this year, the company is opening up massive venues (we're talking 100,000-plus square feet) in Galleria Dallas and King of Prussia near Philly. Fans will be able to eat at Netflix-themed restaurants, cop show merch and actually step into their favorite series, like dancing through the Bridgerton ballroom or taking on the Squid Game Glass Bridge. This is the kind of move that keeps fans well-connected beyond the screen. I can't wait to see it!
7-Eleven is going all-in on music culture this year with its exclusive partnership with Live Nation, locking in naming rights for major festivals like When We Were Young, Governors Ball and Rolling Loud. It's a smart move that shows how the brand is meeting the right moment and bringing the right vibe to the right crowd.
It's all designed to connect with Gen Z and audiences through real in-person experiences. This isn't just about product placement—it's about showing up in culture and turning festivals into brand worlds. This isn't about logos on a stage—it's about showing up in culture and building something people remember.
Anker absolutely nailed it at Coachella this year. As the official charging partner of the 2025 Coachella Valley Music and Arts Festival, it didn't just plug in a few outlets; rather, the company built a full-on power zone for campers. Its Supercharging Hub had everything from a claw machine full of power banks and exclusive merch to a solar-powered car camping showcase that felt super on-brand.
This well-thought-out partnership really makes people appreciate the brand more. It's a great example of how smart experiential can look when it's done right.
What Makes Great Experiential Marketing Work
So what do all these activations have in common? They hit three key things:
1. They're worth showing up for. People actually want to be there—not just for the brand but for the moment.
2. They feel intentional. Nothing is random. Every detail adds to the vibe and makes it feel real.
3. They get shared. Whether it's a selfie, a story or just a memory, people leave talking about it and wanting to tell their friends about it.
That's the blueprint. It doesn't matter if you're using AI, virtual reality (VR) or building something by hand—if you make someone feel something, you're doing it right (that is the essence of true marketing).
In a world drowning in digital noise, this is how you actually show up. Experiential marketing isn't just a trend. It's a shift from the digital back to the physical. It's a reminder that the best brand moments don't feel like marketing at all—they feel like something you were meant to be part of.
The future's not just digital. It's live.
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