This document provides predictions for trends in experiential marketing in 2022. It discusses how brands that recognize the attention economy by creating positive consumer experiences will benefit. Experiential programs will increasingly integrate NFTs to allow consumers unique ownership opportunities. Live events will generate high-quality video content to better capture the experience. Brands will also target high schoolers through experiential campaigns. Some experiences may be delivered directly to consumers' homes. Municipalities are becoming more open to hosting brand events within their communities. Experiential gifting will be elevated through customized, high-quality gifts.

1. EXPERIENTIAL MARKETING
PREDICTIONS

2. No marketing channel
understands the Attention
Economy better than
experiential marketing. Time
is finite to everyone.
Consumers want to give their
attention to things that bring
them joy: family & social
time, going to events, and
partaking in memorable
experiences. Brands that
recognize the Attention
Economy and seek to be part
of or even create positive
moments will benefit in 2022.
A billboard on a highway, an
ad on the radio, a commercial
on TV, ads on Instagram … all
of these things interfere with
consumer attention.
ATTENTION
ECONOMY
EXPERTS

3. NFT’S OMG
Technology plays in
2022 will boost
traditional
experiential offerings,
driven by 3 magical
letters: N-F-T.
Consumers will follow
a great journey
crafted by a brand, but
they now want to do
so in ways that make
them feel like they are
first, like they are
special, like they are
owners. Experiential
programs will
integrate NFT’s in
various ways. But the
boldest ones will
enable consumers to
participate in ways to
have a chance at
ownership.

4. Virtual events or even hybrid events are still generating industry noise as 2022
starts. Don’t be fooled. They are weak in terms of audience and even worse in
terms of engagement. Unless you are running a crossover in Fortnite or something
with insane built-in community participation, your real stats will be very low. We sat
in over 100 virtual events in 2021, and they were virtually empty. Whether it was a
concert with a high-end production in a closed studio, a conference with remote
panelists, or a virtual film fest screening, the attendance and participation figures
were tiny. And the juice? The excitement? The energy? Flat. People don’t want
virtual. Brands don’t want it, either. That 2021 trend faces reality this year.
VIRTUAL
NO
GO

5. Nike, Gatorade, ESPN,
Roblox, Vans, Coca-Cola,
Under Armour … these are
not just some of the
hottest brands in the USA
and biggest believers in
experiential life. They
also all happen to focus
major attention on high
school. The power of high
schoolers is Hulk’ish right
now, driven by their
embrace of new tech that
shapes pop culture. High
school is its own
universe, a special place
that bold brands want to
live in. So what is the
trend here as it relates to
experiential marketing?
HS life will be targeted by
more and more brands
this year, not just the
early explorers who first
went chasing high school
sports.
HIGH SCHOOL
STARS

6. Live events are like diamond
mines when it comes to
great content. Still, beyond
some basic recap videos or
generic brand social
crossover, the spirit of the
experience is rarely
captured. But the trend that
swept youth sports is now
gonna get hot in the
experiential world: video
content creators armed with
high-quality handhelds will
document the scene in ways
that make the footage pop!
The key is that the person
behind the camera has to
have the same energy and
the passion as those being
captured. Why have an
amazing consumer brand
event just to be captured in
a boring way?
NEW GEN CONTENT

7. Is it possible for people to order a
brand experience to be delivered to
their door? Why not?! The explosion
of things-to-be-ordered is not
slowing down. If a meal can come
through DoorDash, a dog can be
walked through Rover, then
consumers surely can have an
experience brought to them as
well. Bold brands will enable
consumers to check out some form
of product or service, then have it
come to life in ways much bigger
than a box on the stoop. Example?
How about Bud Light beach parties
complete with towels, cooler and
volleyball net all brought to you and
your friends hanging in the yard?
Maybe Foot Locker sets a portable
store at a local basketball court so
players can check out the gear on-
demand?
EVENTS
DELIVERED

8. Truth: a major
hindrance for marketers
are local municipalities
who deny permits for
events. But recently,
more cities + towns
have been open to
hosting brand events.
Why? 1) they need
funds; 2) consumers
really like the
experiences; & 3) there
has been a cultural shift
embracing companies
who provide events of
value to local residents
(concerts, drive-ins,
fests, etc.). We expect
to encounter more and
more welcoming city
officials in 2022, helping
to pave the way for
better access to key
spots in metros.
TOWNS WELCOME
EVENTS

9. Gifting was elevated to new
levels in the pandemic. And
brands were cut off from
consumers. This means that
brands will turn to gifting to
deliver to their target
audience (whether that is a
crowd member at a festival
or a major business client)
something they will love and
cherish for a long time. The
online gifting platforms top
vendors have created will be
tapped into by experiential
designers to come up with
high-quality goodies custom-
produced for the recipients
live or delivered later. Laser-
etched Yeti bottles, stitched
flip-flops, tag-sewn Gore-tex
gloves … this is not some
cheapo generic corporate
branded t-shirt.
GIFTING GONE
CRAZY

10. Patrick West
patrick@themachinenyc.com
914.216.8948