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TL;DR: Experiential marketing — creating a real-world experience customers take part in — builds memory and word of mouth far more cheaply than most businesses assume, as long as you design the moment to be shared, not just attended. Why experiences stick People forget ads but remember experiences. A moment someone takes part in — touches, tastes, plays with — lays down stronger memories than anything they passively watch, which is why experiential consistently punches above

Global CMO Marcel Marcondes says the world's biggest brewer has shifted from being an advertiser to being a provider of experiences — and credits a culture of creative effectiveness for its growth.

The Nestlé coffee brand took over a small town in the Marne for one morning — and turned a shared breakfast into a national stunt.

The brewer wants choosing a pub to feel as effortless as picking your next box-set binge — and it is betting free pints will get you off the sofa.

Dove Men+Care taps fan culture at New York Comic Con 2026, bringing 'maximum protection' to superfans with a themed activation.

ASICS built a natural-history-style diorama in Paris of a fictional species, 'Homo Scrollus Canapus', to satirise sedentary screen culture.

Campari-owned Espolon is reimbursing drinkers half their Halloween ride-hailing fare, up to $25, in a stunt called 'Fare Share' aimed at surge pricing.

The co-founder of Berlin toothpick brand Pick'em is livestreaming himself living inside a glass booth in an Edeka supermarket for several days — a scrappy experiential stunt built for attention and reach.

American Express is turning Harry Styles fandom into a membership benefit, bundling tour pop-ups, exclusive merch, presale access and a global sweepstakes to win younger cardholders.

Independent French agency Wild Buzz has won a three-way pitch to handle the French launch of Jean Paul Gaultier's new 'La Favorite' fragrance, anchored by a Paris pop-up.

Chris Macdonald, former global CEO of McCann's ad network, has been named Group CEO of brand-experience business The EC Group, signalling where senior leaders see growth.

Berlin transit operator BVG and agency GUD stationed bodybuilders at a U-Bahn station to help exhausted Berlin Marathon finishers down the stairs.

Galeries Lafayette has tapped French designer Jean-Charles de Castelbajac to create its flagship winter and Christmas windows and in-store spectacle for the season.

Chipotle is reviving its cult margaritas with a five-city, weekends-only pop-up tour through October, building hype toward its annual Boorito Halloween promotion.

Meal-kit brand HelloFresh has rolled out an 'À taaable' campaign in France, sending a branded truck through Paris to sanctify the dinner ritual against screens.

Pierre & Vacances is launching four premium Swiss residences with an 'edible marketing' stunt — scale chocolate replicas of the chalets, via agency Artefact 3000.

Bolt takes over three Paris arrondissements with free interactive games under 'Tu ne trouveras pas ça chez toi' — an activation that turns the brand's core benefit, getting you out, into something you can physically walk into.

Marvel's Wolverine landed exclusively on PS5 — and PlayStation met the moment with a London installation. Inside the playbook of turning a game launch into a cultural event.

A Christmas market inside a September music festival? Kaufland's 'Winter Wonderland' turns 'far too early' into a shareable moment — and a young crowd into next year's shoppers.

In its debut work since winning the transport authority's account, Jung von Matt turned Hamburg's station floors into a civil-courage prompt — a red line that asks commuters to step up, not stand by.