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Stop Scrolling. Start Experiencing.

Attention Is the New Currency. Are You Cashing In?

Author

John Kappel
February 19, 2025

EPIC Experiential Monthly is your go-to newsletter for marketing professionals, brand builders, and creative minds looking to elevate their experiential strategies. Packed with insider trends, industry stories, and actionable advice, this newsletter will help you create WOW-worthy brand moments that grow cult-like followings.

In a world of endless notifications and digital overload, grabbing (and keeping) attention has never been more challenging, or important. The brands winning today? They’re creating real-life moments that captivate, connect, and convert. This month, we’re diving deep into Attention in Real Life—why it matters, how to earn it, and what’s working right now in experiential marketing.

Stories & News

Stay ahead in the world of experiential marketing with this month’s must-reads! Explore recent blog posts and dive into curated industry news, trends, and cultural movements shaping the future of brand experiences. Don’t miss out on what’s shaping the industry!

RIP Mass Marketing, Hello Personalization

Bombarding your audience with messages can backfire. Prioritizing quality over quantity in your marketing efforts fosters genuine connections, enhances brand perception, and leads to more sustainable growth.

Rethink your giveaway items or else

Tired of promotional items that end up forgotten or discarded? Discover the art of selecting high-quality, strategic giveaways that captivate your audience and enhance your brand's impact.

What happens when the event is over?

Most brands focus on the big splash of a campaign, but what happens after is where the real magic happens. Mastering TOAN keeps your audience engaged well beyond the campaign, driving loyalty, repeat business, and measurable growth.

Featured Story

How Brands Made and Built Valentine’s Day Connections, The Experiential Way

With Valentine’s Day in the rearview, we are looking at how brands leveraged this holiday or love to create immersive experiences that foster genuine connections and enhance brand loyalty. Here are some standout campaigns:

LEGO's Botanical Builds

LEGO introduced the Botanicals Le Florist Flower Truck Tour, a global initiative celebrating diverse forms of love. The tour began in New York City's Madison Square Park and is set to visit multiple cities worldwide. The trolley-style activation features floral displays and interactive building stations, allowing participants to craft their own LEGO flower bouquets. This hands-on experience not only showcases LEGO's Botanical Collection but also encourages creativity and personal expression.

Princess Cruises’ Romantic Dining Experience

Princess Cruises offered a unique dining event at Currents at Pier 59 on New York City's waterfront. Held on February 13-14, the event featured a chef-curated five-course menu, cocktails, and artwork by Romero Britto. Priced at $214 per person—a nod to the Valentine's Day date—the proceeds were donated to Save the Children. This initiative combined fine dining with philanthropy, providing couples with a memorable evening while supporting a worthy cause

Empire State Building and Tiffany & Co. Collaboration

The Empire State Building partnered with Tiffany & Co. for a Valentine's Day campaign centered in the heart of New York City. The program featured an experiential "Happily, Ever After" engagement package and a one-night illumination of the building in Tiffany's signature blue hue. This collaboration offered couples a unique and romantic experience, blending iconic landmarks with luxury branding.

These campaigns exemplify how brands can create engaging, real-life experiences that resonate emotionally with consumers, fostering deeper connections and enhancing brand loyalty. - source EventMarketer

Community Spotlight

Queen City DMC, a Destination Management Company, wanted a custom accessory piece that played off their tiara-inspired logo to elevate their VIP vendor event and create memorable photo opportunities for their guests.

We are inspired by YOU! Want to have your brand, event, or experiential project featured in a future edition of EPIC Monthly? Tag us on social media @epicpromotionals or send an email to [email protected]

Third Edition BIG idea

In each issue, the BIG idea offers you an actionable insight from the current relevant experiential marketing industry that you can implement into your brand to grow a cult-like following.

FOMO is your Best Friend

Scarcity drives attention! A limited-time-only experience taps into the urgency that makes people drop what they’re doing to be part of something exclusive.

Actionable Insight:

Create a one-day-only installation, an invite-only speakeasy pop-up, or a surprise influencer collaboration that vanishes after 24 hours. Make it so exclusive that people feel like they have to be there—or regret it forever. Send them digital or physical invitations to increase the exclusivity and tailor the experience to your brand and their interests.

Check out the latest from the Brand IRL Podcast

Join EPIC's Owner and Creative Director, John Kappel, to break down, analyze, and rate experiential marketing campaigns from your favorite global brands.

Key Dates & Industry Events March 2025