Digital marketing is no longer just about delivering messages — it’s about delivering moments. Brands are shifting toward experiential strategies that immerse audiences in interactive, emotionally engaging encounters. The combination of physical events, virtual platforms, and social media extensions is transforming how B2B and B2C marketers connect with their audiences. The message is clear: the future of brand loyalty lies in experiences people can share, not just consume.
B2B vs. B2C Applications
B2B brands are leveraging experiential digital marketing to provide value-driven, educational experiences that help decision-makers visualize solutions. Think of interactive webinars, virtual product demos, or gamified training environments. For example, Adobe’s MAX 2019 conference integrated live-streamed sessions, behind-the-scenes content, and downloadable resources, creating a hybrid event experience for professionals worldwide.
B2C brands, on the other hand, focus on entertainment, personalization, and community-building. Nike’s AR try-on feature in the SNKRS app allowed users to virtually see how sneakers looked on their feet, blending utility with the thrill of product discovery. Consumers weren’t just shopping; they were playing — and sharing the experience on social channels.
Factics: What the Data Says & How to Apply It
What the data says:
- According to Event Marketer (2019), 85% of consumers are more likely to purchase after participating in a branded experience.
- HubSpot (2019) found that interactive content, such as quizzes or AR filters, generates twice the engagement of static content.
- LinkedIn research (2019) shows that live video receives 24x more comments than pre-recorded content.
How to apply it: - Identify your audience’s primary motivator — problem-solving for B2B, lifestyle enhancement for B2C.
- Integrate interactive elements that are platform-native (AR filters for Instagram, live Q&A on LinkedIn, watch parties on Facebook).
- Use analytics to track not just attendance or views, but actions taken after the experience.
- Leverage retargeting campaigns for attendees or participants, providing personalized follow-ups based on their engagement.
Platform Playbook
- Instagram: Use AR filters, Story polls, and live collaborations with influencers to make experiences shareable.
- LinkedIn: Host interactive webinars or live streams with polls and downloadable resources to attract a professional audience.
- YouTube: Create behind-the-scenes or tutorial content that extends the life of an event.
- Facebook: Run watch parties for product launches or use Messenger bots to guide users through interactive campaigns.
- Twitter/X: Encourage real-time participation with branded hashtags and live Q&A threads.
Best Practice Spotlight: Nike’s AR Try-On Experience
In December 2019, Nike integrated augmented reality into its SNKRS app, allowing users to point their phone camera at their feet and see how limited-edition sneakers would look. The campaign included:
- Launch: Nike teased the feature on Instagram Stories, Twitter, and YouTube, creating anticipation.
- Activation: On release day, push notifications and in-app prompts directed users to try the AR feature.
- Integration: The AR try-on linked directly to the purchase page, reducing friction between interest and conversion.
- Amplification: Social sharing features encouraged users to post screenshots of their virtual try-ons, fueling organic reach.
- Results: While Nike didn’t release full numbers, SimilarWeb data showed a 22% spike in SNKRS app downloads the week of launch, and #NikeTryOn trended on Twitter.
Nike’s execution demonstrates how an interactive experience can merge product utility with social virality, creating both immediate sales opportunities and long-term brand buzz.
References
Event Marketer. (2019). 2019 experiential marketing trends report. https://www.eventmarketer.com/article/2019-experiential-marketing-trends-report
HubSpot. (2019). The ultimate guide to interactive content. https://blog.hubspot.com/marketing/interactive-content
LinkedIn Marketing Solutions. (2019). The power of LinkedIn Live. https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2019/the-power-of-linkedin-live
Nike News. (2019, Dec). Nike introduces AR try-on feature in SNKRS app. https://news.nike.com/news/nike-snkr-app-ar-try-on
TechCrunch. (2019, Dec 5). Nike’s SNKRS app adds AR try-on for sneakers. https://techcrunch.com/2019/12/05/nike-snkr-ar-try-on/
SimilarWeb. (2019). SNKRS app usage and downloads. https://www.similarweb.com/apps/product/nike-snkr
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