Few PR stunts are as cringe-worthy as train-wreck attempts at IRL activations that miss the mark; and yet, few marketing campaigns generate as much buzz and brand recognition as a beautifully executed, compelling experiential play.
Suffice it to say that a job creating such stunts is a far cry from pushing paper in a cubicle.
For marketing professionals, learning how to bring a brand's name into the heads of consumers — and into the headlines -– can be a way to flex creative muscles in an innovative, fast-paced work environment. Below is a brief explainer on the state of experiential marketing today, as well as a few potential career paths related to the field.