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href="https://ae.gpj.com/contact/">Contact</a></li> </ul></div> </nav> </div> </div> </header> <div class="wrap" role="document"> <div class="content"> <main class="main"> <article class="post-44075 post type-post status-publish format-standard has-post-thumbnail hentry category-press-news"> <header class="hero"> <div class="carousel slide carousel-fade" data-bs-ride="carousel" data-bs-pause="false"> <div class="carousel-inner"> <div class="fittext"> <div> <h1>Engaging Hearts and Minds With Disruptive Experiential Marketing</h1> </div> </div> <div class="carousel-item active"> <img src="https://i5.swiftpic.io/gpj/MwydiD5ghXn6TQFUp39uDXV1v4rlK20bLYidjQ8vEhk=/format:jpg;cover:1440,621/https://www.gpj.com/wp-content/uploads/sites/11/2022/04/Antwerp-2.jpeg" class="d-block w-100" alt="" srcset="https://i2.swiftpic.io/gpj/ZAvKfWxHgZYVOcGSldL2BSG//pvr7DNjTvnE+3BrEmg=/format:jpg;cover:1920,828/https://www.gpj.com/wp-content/uploads/sites/11/2022/04/Antwerp-2.jpeg 1920w, https://i5.swiftpic.io/gpj/MwydiD5ghXn6TQFUp39uDXV1v4rlK20bLYidjQ8vEhk=/format:jpg;cover:1440,621/https://www.gpj.com/wp-content/uploads/sites/11/2022/04/Antwerp-2.jpeg 1440w, https://i9.swiftpic.io/gpj/cH/WeOkbioCfwPfKfNtPjt9mtoezT5qk/Ek52c9Hxdc=/format:jpg;cover:640,276/https://www.gpj.com/wp-content/uploads/sites/11/2022/04/Antwerp-2.jpeg 640w" sizes="100vw"> </div> </div> </div> </header> <div class="entry-content container content-wrapper"> <div class="wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-center" style="grid-template-columns:21% auto"><figure class="wp-block-media-text__media"><img decoding="async" src="https://ae.gpj.com/wp-content/uploads/sites/11/2022/04/GPJ-IBM-NRF-2019-0871-scaled.jpg" alt="" class="wp-image-44148 size-full" /></figure><div class="wp-block-media-text__content"> <p class="has-medium-font-size"><span style="font-weight: 400">What was the last brand experience that caught your attention…and we mean </span><b><i>really</i></b><span style="font-weight: 400"> captivated and stuck with you?</span></p> <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 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://ae.gpj.com/wp-content/uploads/sites/11/2022/04/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://ae.gpj.com/wp-content/uploads/sites/11/2022/02/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://ae.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://ae.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://ae.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 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://ae.gpj.com/wp-content/uploads/sites/11/2022/04/Antwerp-5.jpeg" alt="" class="wp-image-44108" /></figure> <figure class="wp-block-image size-large"><img decoding="async" data-id="44100" src="https://ae.gpj.com/wp-content/uploads/sites/11/2022/04/Antwerp-4.jpeg" alt="" class="wp-image-44100" /></figure> <figure class="wp-block-image size-large"><img decoding="async" data-id="44116" src="https://ae.gpj.com/wp-content/uploads/sites/11/2022/04/Antwerp-6.jpeg" alt="" class="wp-image-44116" /></figure> <figure class="wp-block-image size-large"><img decoding="async" data-id="44084" src="https://ae.gpj.com/wp-content/uploads/sites/11/2022/04/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://ae.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://ae.gpj.com/wp-content/uploads/sites/11/2022/03/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://ae.gpj.com/wp-content/uploads/sites/11/2021/09/unnamed.gif" alt="" class="wp-image-40237" /></figure> <figure class="wp-block-image size-large"><img decoding="async" data-id="40717" src="https://ae.gpj.com/wp-content/uploads/sites/11/2021/09/4R5A3266-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://ae.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://ae.gpj.com/"> <span class="screen-reader-text">GPJ Dubai</span> </a> </div> <section class="widget nav_menu-3 widget_nav_menu"><h3>About Us</h3><div class="menu-about-us-container"><ul id="menu-about-us" class="menu"><li id="menu-item-45879" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45879"><a href="https://ae.gpj.com/who-we-are/">About us</a></li> <li id="menu-item-45880" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45880"><a href="https://ae.gpj.com/what-weve-done/">Work</a></li> <li id="menu-item-45881" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45881"><a href="https://ae.gpj.com/what-we-do/">Services</a></li> <li id="menu-item-45882" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45882"><a href="https://ae.gpj.com/who-we-are/">Leadership</a></li> </ul></div></section><section class="widget nav_menu-4 widget_nav_menu"><h3>Legal</h3><div class="menu-legal-container"><ul id="menu-legal" class="menu"><li id="menu-item-45885" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45885"><a href="https://ae.gpj.com/privacy/">Privacy policy</a></li> </ul></div></section><section class="widget nav_menu-5 widget_nav_menu"><h3>Contact</h3><div class="menu-contact-container"><ul id="menu-contact" class="menu"><li id="menu-item-45883" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45883"><a href="https://ae.gpj.com/contact/">Contact us</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://ae.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 ©2024 George P. Johnson. 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