The latest Ghostbusters movie campaign at Waterloo station, has once again proven the enormous power of experiential marketing.
By provoking an emotional response in fans and creating the element of surprise, Sony were able to create an experience for commuters that proved extremely worthy of sharing across social media.
Brands are now realising that creating experiences for their fans allows them to feel closer to the brand and therefore generates the content for their social channels. Sony were able to change the online conversation about the Ghostbusters movie from a negative to a positive one, simply by interacting with fans in this way.
We are definitely now in a time where big brands will combine their experiential and content strategies to generate a huge online presence.
By giving fans an immersive or interactive experience, experiential marketing has the power to stir up positive emotions, in turn making the consumer feel closer to the brand.