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Chances are, it was something unexpected, something that grabbed you in a way that was creative, surprising, and engaging – ideally, while still authentic to the brand.  Disruptive experiential marketing traverses in-person, digital, hybrid and now even …" /> <meta property="og:url" content="https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/" /> <meta property="og:site_name" content="GPJ" /> <meta property="article:published_time" content="2022-04-28T23:50:01+00:00" /> <meta property="article:modified_time" content="2022-11-18T21:03:15+00:00" /> <meta property="og:image" content="https://i5.swiftpic.io/gpj/RdeGaZNNwpal5MeXUjdnBz3fei1EqYlux8LVr4wPoE8=/format:jpg;cover:1200,630/https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-2.jpeg" /> <meta property="og:image:width" content="1" /> <meta property="og:image:height" content="1" /> <meta property="og:image:type" content="image/jpeg" /> <meta name="author" content="Erica Wiggins" /> <meta name="twitter:card" content="summary_large_image" /> <meta name="twitter:label1" content="Written by" /> <meta name="twitter:data1" content="Erica Wiggins" /> <meta name="twitter:label2" content="Est. reading time" /> <meta name="twitter:data2" content="4 minutes" /> <script type="application/ld+json" class="yoast-schema-graph">{"@context":"https://schema.org","@graph":[{"@type":"Article","@id":"https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/#article","isPartOf":{"@id":"https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/"},"author":{"name":"Erica Wiggins","@id":"https://www.gpj.com/#/schema/person/6e175c8a2948198894b7b17843267f54"},"headline":"Engaging Hearts and Minds With Disruptive Experiential Marketing","datePublished":"2022-04-28T23:50:01+00:00","dateModified":"2022-11-18T21:03:15+00:00","mainEntityOfPage":{"@id":"https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/"},"wordCount":422,"publisher":{"@id":"https://www.gpj.com/#organization"},"image":{"@id":"https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/#primaryimage"},"thumbnailUrl":"https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-2.jpeg","articleSection":["Press"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/","url":"https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/","name":"Engaging Hearts and Minds With Disruptive Experiential Marketing - GPJ","isPartOf":{"@id":"https://www.gpj.com/#website"},"primaryImageOfPage":{"@id":"https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/#primaryimage"},"image":{"@id":"https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/#primaryimage"},"thumbnailUrl":"https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-2.jpeg","datePublished":"2022-04-28T23:50:01+00:00","dateModified":"2022-11-18T21:03:15+00:00","breadcrumb":{"@id":"https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/#primaryimage","url":"https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-2.jpeg","contentUrl":"https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-2.jpeg"},{"@type":"BreadcrumbList","@id":"https://www.gpj.com/news-insights/2022/04/engaging-hearts-and-minds-with-disruptive-experiential-marketing/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://www.gpj.com/"},{"@type":"ListItem","position":2,"name":"News and Insights","item":"https://www.gpj.com/news-insights/"},{"@type":"ListItem","position":3,"name":"Engaging Hearts and Minds With Disruptive Experiential Marketing"}]},{"@type":"WebSite","@id":"https://www.gpj.com/#website","url":"https://www.gpj.com/","name":"GPJ","description":"Global Event Marketing & Entertainment Marketing","publisher":{"@id":"https://www.gpj.com/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://www.gpj.com/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https://www.gpj.com/#organization","name":"George P. 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src="https://i5.swiftpic.io/gpj/mvOOvXskST5rFSyfyi4pWdDaOLIRF2quBq0KcEwWiKw=/format:jpg;cover:1440,621/https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-2.jpeg" class="d-block w-100" alt="" srcset="https://i4.swiftpic.io/gpj/ztkPaUnf4IRqZO/P1mFgzKGRhIJRgSQji7h/CD31lGc=/format:jpg;cover:1920,828/https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-2.jpeg 1920w, https://i5.swiftpic.io/gpj/mvOOvXskST5rFSyfyi4pWdDaOLIRF2quBq0KcEwWiKw=/format:jpg;cover:1440,621/https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-2.jpeg 1440w, https://i7.swiftpic.io/gpj/GMLgpcEk7q/Q8W2av8Yw4OEshBSNbIxaMAKHYS7uvCI=/format:jpg;cover:640,276/https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-2.jpeg 640w" sizes="100vw"> </div> </div> </div> </header> <div class="entry-content container content-wrapper"> <p class="has-medium-font-size"><strong>What was the last brand experience that caught your attention…and we mean <em>really</em> captivated and stuck with you?</strong></p> <div class="wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-center paragraph-max-width" style="grid-template-columns:42% auto"><figure class="wp-block-media-text__media"><img decoding="async" src="https://www.gpj.com/wp-content/uploads/2022/04/GPJ-IBM-NRF-2019-0871-scaled.jpg" alt="" class="wp-image-44148 size-full"/></figure><div class="wp-block-media-text__content"> <p>Chances are, it was something unexpected, something that grabbed you in a way that was creative, surprising, and engaging – ideally, while still authentic to the brand. </p> <p>Disruptive experiential marketing traverses in-person, digital, hybrid and now even experiences in the Metaverse. Creating arresting brand experiences is about moments that defy traditional marketing, conveying complex messages in <strong><em>breakthrough ways that move people to action</em></strong>. </p> <p>This doesn’t mean that you can’t find effectively disruptive experiences on an expo floor, or in a conference room, but their smaller footprints can limit the disruptive effect.</p> </div></div> <figure class="wp-block-gallery has-nested-images columns-default is-cropped paragraph-max-width wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex"> <figure class="wp-block-image size-large"><img decoding="async" data-id="44124" src="https://www.gpj.com/wp-content/uploads/2022/04/Harmonic-State_teaser.gif" alt="" class="wp-image-44124"/></figure> <figure class="wp-block-image size-large"><img decoding="async" data-id="43053" src="https://www.gpj.com/wp-content/uploads/2022/02/Copy-of-IBM-IAA-4566-scaled.jpg" alt="" class="wp-image-43053"/></figure> </figure> <p><span style="font-weight: 400">Our global teams are experts at on-brand, immersive and disruptive experience building. We have client examples like </span><a href="https://www.gpj.com/case-study/ibm-goes-big-at-nrf-by-going-small/"><span style="font-weight: 400">IBM at NRF</span></a><span style="font-weight: 400">, where detailed and intriguing 3D miniature worlds weaved </span><b>stories</b><span style="font-weight: 400"> about the value propositions of IBM technologies, while using the same technology to create the narrative. </span><b>Gamification</b><span style="font-weight: 400"> can tap into attendees’ competitive spirit, focusing them on key messaging. The digital activation and game </span><a href="https://www.gpj.com/case-study/ibm-watson-creating-harmony-with-new-digital-activation/"><span style="font-weight: 400">Watson: The Harmonic State</span></a><span style="font-weight: 400"> illustrated how Watson AI can bring teams into harmony as players did the same in 3 separate game scenarios. And when the pandemic shut down plans for a multi-level, mobile </span><a href="https://www.gpj.com/case-study/ibm-think-pop-up-dach/"><span style="font-weight: 400">IBM Pop-Up in the DACH</span></a><span style="font-weight: 400"> region, they created an immersive digital replica that worked so well, they now use both in a </span><b>hybrid format</b><span style="font-weight: 400">.</span></p> <figure class="wp-block-gallery has-nested-images columns-default is-cropped paragraph-max-width wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex"> <figure class="wp-block-image size-large"><img decoding="async" data-id="44108" src="https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-5.jpeg" alt="" class="wp-image-44108"/></figure> <figure class="wp-block-image size-large"><img decoding="async" data-id="44100" src="https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-4.jpeg" alt="" class="wp-image-44100"/></figure> <figure class="wp-block-image size-large"><img decoding="async" data-id="44116" src="https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-6.jpeg" alt="" class="wp-image-44116"/></figure> <figure class="wp-block-image size-large"><img decoding="async" data-id="44084" src="https://www.gpj.com/wp-content/uploads/2022/04/Antwerp-2.jpeg" alt="" class="wp-image-44084"/></figure> </figure> <p><span style="font-weight: 400">Leaving the traditional experiential sphere, special events like IBM’s recent Think and Walk took attendees on an interactive </span><b>walking tour</b><span style="font-weight: 400"> through the city of Antwerp, contextualized with IBM solutions and case studies along the way. Their autonomous </span><a href="https://www.ibm.com/cloud/automation/mayflower-autonomous-ship#:~:text=The%20maritime%20research%20vessel%20Mayflower,by%20following%20its%20transatlantic%20route."><span style="font-weight: 400">Mayflower ship</span></a><span style="font-weight: 400"> is </span><b>sailing solo</b><span style="font-weight: 400"> across the Atlantic in a feat that’s grabbing worldwide attention. More than just point in time experiences, </span><a href="https://www.gpj.com/what-weve-done/#!?solution=Permanent%20Installations"><span style="font-weight: 400">permanent installations</span></a><span style="font-weight: 400"> like innovation centers, flagship retail experiences and headquarters are shifting the perception of immersive brand experiences showcased in places and spaces. </span></p> <figure class="wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex"> <figure class="wp-block-image size-large"><img decoding="async" data-id="43556" src="https://www.gpj.com/wp-content/uploads/2022/03/Copy-of-Station2_Dufterlebnis-Kopie-copy-scaled.jpg" alt="" class="wp-image-43556"/></figure> <figure class="wp-block-image size-large"><img decoding="async" data-id="40237" src="https://www.gpj.com/wp-content/uploads/2021/09/unnamed.gif" alt="" class="wp-image-40237"/></figure> <figure class="wp-block-image size-large"><img decoding="async" data-id="40717" src="https://www.gpj.com/wp-content/uploads/2021/09/4R5A3266-scaled.jpg" alt="" class="wp-image-40717"/></figure> </figure> <p><span style="font-weight: 400">Here are a few ways to guarantee successfully disruptive brand experiences: </span></p> <ul class="wp-block-list"><li><span style="font-weight: 400">Start with business objectives first, then build your strategy around those. </span></li><li><span style="font-weight: 400">With strategy in place, focus on experience design, with the attendee and results in mind. </span></li><li><span style="font-weight: 400">Consider engagement through storytelling/narratives, gamification and connection building.</span></li><li><span style="font-weight: 400">Extend the experience and expand your audience through digital engagement, before, during and after.</span></li><li><span style="font-weight: 400">Design your experience with live production, digital integration, special events and other specialty teams for highest impact and top notch delivery.</span></li></ul> <p><span style="font-weight: 400">Are you ready to disrupt, engage and see results? <a href="https://www.gpj.com/contact/">Let’s chat!</a></span></p> <p></p> </div> <footer> <div class="pagination mb-3"> </div> </footer> </article> </main> </div> </div> <footer class="content-info"> <div class="container pt-6 pb-4"> <div class="row justify-content-between justify-content-lg-start"> <div class="col-12 col-md-auto col-lg-3"> <a class="footer-brand" href="https://www.gpj.com/"> <span class="screen-reader-text">GPJ</span> </a> </div> <section class="widget nav_menu-2 widget_nav_menu"><h3>About Us</h3><div class="menu-about-us-container"><ul id="menu-about-us" class="menu"><li id="menu-item-45266" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45266"><a href="https://www.gpj.com/who-we-are/">About us</a></li> <li id="menu-item-45342" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45342"><a href="https://www.gpj.com/what-weve-done/">Work</a></li> <li id="menu-item-45265" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45265"><a href="https://www.gpj.com/what-we-do/">Services</a></li> <li id="menu-item-48519" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-48519"><a href="/who-we-are/#Leadership-Page">Leadership</a></li> </ul></div></section><section class="widget nav_menu-3 widget_nav_menu"><h3>Legal</h3><div class="menu-legal-container"><ul id="menu-legal" class="menu"><li id="menu-item-45267" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45267"><a href="https://www.gpj.com/privacy/">Privacy policy</a></li> </ul></div></section><section class="widget nav_menu-4 widget_nav_menu"><h3>Contact</h3><div class="menu-contact-container"><ul id="menu-contact" class="menu"><li id="menu-item-45268" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45268"><a href="https://www.gpj.com/contact/">Contact us</a></li> <li id="menu-item-45532" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45532"><a href="https://www.gpj.com/who-we-are/careers/">Careers</a></li> </ul></div></section> </div> <div class="text-end mt-6 pww"> <span class="me-2">Part of the <a style="color: inherit;" href="https://www.project.com/">Project</a> network</span> <a href="https://www.project.com/"><img src="https://www.gpj.com/wp-content/themes/main/dist/images/pww-logo_8f8f4a7f75eb5ecaf571.jpg" alt="Project Worldwide logo" height="46"></a> </div> <hr class="my-3"> <div class="subfooter row align-items-center g-3 flex-column-reverse flex-md-row"> <div class="col"> <small class="fw-light">Copyright ©2025 George P. Johnson. 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