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Freed of pandemic-era restrictions, experiential was back in full swing in 2022 and 2023. Brands and agencies were empowered to take even bigger risks, beckoning a renaissance for the industry. Our fifth annual Experiential Awards reflect a bold and purposeful era for a form of marketing that’s coming into its own.
This year’s roster of winners includes everything from a gamified dance floor to an out-of-this-world concert to a sanctuary for delivery workers. Here are the brands and agencies making their mark on the industry.
Experiential Activation by a Travel Brand
Surprisingly Savannah
Brand: Visit Savannah
Agency: Engage & Resonate
With the recent introduction of nonstop flights to and from New York, Visit Savannah needed to spread the word fast. And what better way to give New Yorkers a taste of the Southern city than to bring Savannah to New York? Seeking to highlight Savannah’s history, venues, vendors, restaurants and bars for potential travelers, Surprisingly Savannah transported a little square of the city right into the heart of the Big Apple. With a 4D immersive experience from the ground up, the team created a Savannah-style mini-vacation to entice New Yorkers to visit. The event was a smash success, with 400-plus guests per hour throughout. It also set a record for the highest single-day foot traffic for Gansevoort Plaza, while playing a big role in boosting year-over-year traffic to VisitSavannah.com from the New York area by 50%. —Sara Century
Experiential Activation by an Auto Brand
Last Call
Brand: Dodge
Agency: MotorTrend Group
The Dodge Challenger’s legacy in the world of internal combustion muscle cars is undeniable. This year saw the Challenger’s story drawing to a close with the release of the DC 170, the last of the line. Automotive media company MotorTrend Group quickly set about creating a reveal for this final chapter that would live up to the legend. Tapping into the popularity of the annual Roadkill Nights in Pontiac, Mich., MotorTrend Group created the first-ever Roadkill Nights West at the Las Vegas Motor Speedway. The event brought out more than 10,000 fans to enjoy racing and rides, then dropped a surprise headliner for the event—the launch of the DC 170. Via livestream, enthusiasts everywhere watched as the Dodge was helicopter-dropped in and Dodge CEO Tim Kuniskis spoke to the crowd. The car ripped down the strip at 150 mph, wowing the audience and resulting in the DC 170 becoming a sold-out instant classic. —S.C.
