The Rise of Experiential Marketing in the UK: Why Making Moments Makes The Difference
It’s no secret that marketing has changed - and fast. In a world where attention spans are shorter and expectations higher, UK brands are leaning into something more powerful than traditional ads: experience.
The era of experiential marketing is where campaigns aren’t just seen — they’re felt. Whether it’s walking into a life-sized Polly Pocket house or sitting down in the sunshine for an ice tea, this shift is all about real-world impact in real time.
Real Brands, Real Buzz: UK Examples
Revolut x Sidemen. This was far from your average influencer collab. Revolut teamed up with one of the UK’s most influential online groups to deliver a multi-layered campaign that truly brought fans along for the ride. The launch kicked off with a party where everyone arrived in Sidemen-branded taxis, followed by a hand-painted wall mural, projections and a bold OOH takeover across the London Underground. It all culminated in a fully branded burger van giving out Sides (the Sidemen’s burger brand) and free Revolut credit.
It wasn’t just marketing - it was a full-blown cultural moment, blending finance and fandom in a way that felt fresh, authentic, and unmistakably experiential.
And it’s not just disruptor brands stepping into this space. Take Fisher Fixing, for example - a name you might not expect to lead on innovative marketing. But their recent billboard campaign was nothing short of brilliant. Passersby were encouraged to physically try and pull the billboard off the wall, a live demonstration of the strength of their DuoPower wall plug. It was clever, interactive, and completely on-brand - proof that even traditionally ‘unsexy’ industries can generate real buzz when they lean into creativity and experience.
Why 'Real' Matters More Than Ever
With digital dominating almost every corner of our lives - from endless Instagram ads to AI-generated content consumers are craving something tangible. Something human.
And that’s where experiential shines. It gives people a real-life moment to connect with your brand - to touch, feel, experience. In a sea of scrollable content, those IRL moments cut through the noise and leave a lasting impression.
It’s not just a hunch - the stats back it up:
85% of consumers are more likely to buy after attending a brand experience.
70% become repeat customers.
In the UK, event marketing budgets saw a 23% surge at the start of 2024, with brands doubling down on OOH and activations that actually move the brand needle.
More hybrid activations that blend physical and digital. More creator-led events. More ways to turn audiences into participants. And most importantly — more brands embracing the power of real connection.
Because in the end, people don’t remember banner ads. They remember how you made them feel — and what you let them be a part of.
