Experiential marketing made waves in 2024, bouncing back strongly post-pandemic. According to Gradient Research, 80% of global brands increased their budgets in this area, with experiential marketing now accounting for 10–30% of overall marketing spend. In 2024, investment in the sector reached $128.35 billion, a 10.5% rise on the previous year.

 

Highlights of the year included Airbnb’s collaboration with Mattel to bring Polly Pocket’s house to life and McDonald’s cheeky ‘McDonnell’s’ pop-up to promote the Chicken Big Mac.

 

Looking ahead, this trend is set to grow further in 2025, underpinned by four key drivers: strengthening direct consumer connections beyond digital, enhancing retail presence, integrating art into commerce, and embracing smart technology. Experts agree that experiential marketing not only captures attention but also fosters loyalty, building engaged communities around brands.

 

Is your brand ready to step into the future of marketing—where technology meets creativity?