Bringing brands to life

In a world of diminishing attention spans, experiential, immersive and campaigns with superior engagement are at the vanguard of modern advertising.

Experiential marketing is predicted to become one of the biggest growth areas in marketing in the next five years, according to recent research released by global marketing company Mice Group.

Pie Face took 240 unsigned musicians and toured them around its Sydney, Melbourne and Brisbane CBD stores during its recent Pie Jam campaign.

Smirnoff invited 50 countries to swap nightlife with one another and recruited Madonna to attend the New York celebration for its 2011 Smirnoff Nightlife Exchange Project.

Italian beer label Birra created three pop-up pizza venues across London which could only be found through Facebook.

The next Networx event on 25 October brings these brands to life as their creative strategists explain the pointy and exciting end of experienced-based marketing.

The panellists are:

Andrew Keith - brand manager Australia, Smirnoff

Ben Macpherson - chief marketing officer, Pie Face

Jon Holloway - digital strategy director at The Works, Sydney

Discussion promises to include:

- Why experiential marketing is set to grow

- Winning ideas for connecting with consumers - from the latest innovations to tried-and-true tactics

- Creating a brand culture Creating experiences using social media

- Measuring success

Networx events are $60 for an hour-long panel discussion and question time with drinks and canapes.