Nasir Rasheed (Speaker) Group Creative Director, Opus Agency Experiential seems to be the buzzword these days in marketing. CMO's are spending more money on experiential campaigns than ever before. What makes a successful campaign and which brands are winning in this space and why.

1. How to successfully connect your Brand to
Consumers through Experiential Marketing
-Nasir Rasheed. Group Creative Director, Opus

2. Consumers are seeking
phenomenal experiences.
Successful companies
recognize that experiences
rise above everything else.
Shantanu Narayen
CMO, Adobe
CMO, Adobe

4. 20 years in the business
of creating experiences

5. Storytelling Through Events

6. Why Storytelling?

7. Source: JWT Intelligence SONAR research report
Adults are craving playful
experiences.
52% of Americans (20-29) and 47% (30-45) believe that people
never truly become adults.0

8. Source: Play, Dr. Stuart Brown
Play allows us to explore the
possible.
Play brings joy. It is vital for problem solving, creativity
and relationships. It reinforces patterns in the brain and optimizes
the learning process.

9. Source: National Institute for Play
Storytelling is a integral form of
play.
Storytelling helps us make sense of the world,
it’s parts and one’s particular place in it.

10. Source: An Experimental Study of Apparent Behavior, Fritz Heider and Marianne Simmel
Good storytelling means better
learning.
Stories are up to 22x more memorable than facts.

11. Source: 2018 State of Attention Report, Prezi
Stories help retain focus.
55% of business professionals say a great story captures their
focus and keeps them engaged with content.

12. Play+ Story+ Brand+ Consumers =
EXPERIENTIAL MARKETING

13. What makes a good
Experiential Brand Story?

14. • Make it Fun
• Make it Relatable
• Stay Authentic
• Inspire and Entertain
• Be Transformative
The Basics

15. Make it fun

16. Make it relatable

17. Stay authentic

18. Inspire and entertain

19. Be transformative

20. How to tell a good story

21. The fun stuff...
Establish a framework
Select the right tools
Explore sequential learning
Cultivate ownership
Encourage discovery

22. Establish a framework

23. Establish a framework
Goals Messaging Format Concept Content

24. Select the right tools

25. Visual
Formats
Experts
Interactive
Installations
VR/AR
Analog
Formats
Select the right tools

26. Explore sequential learning

27. Explore sequential learning
Group
Challenges
Workshops
Gamification
Serial
Content

28. Cultivate ownership

29. Encourage discovery

30. Summary

31. Stories should be fun and playful.
They should be relatable and authentic.
Great stories have a strong framework.
And they can be told in multiple ways.
Stories should be driven by discovery.

32. Questions?