As we enter 2025, we are witnessing a renaissance of events and experiences within influencer marketing. Before the pandemic, live events and immersive gatherings were central to brand strategy and influencer engagement. Now, as we welcome a new generation of creators—particularly Gen Z—experiential marketing is making a powerful comeback. But these experiences must be more meaningful, thoughtfully curated, and memorable to resonate in today’s fast-paced environment.
This renewed emphasis on experiences marks a shift from flashy, surface-level displays like flower walls to immersive environments that offer real value. From learning opportunities and unique interactions to moments of connection and joy, brands have the chance to create lasting impressions by delivering thoughtfully designed, little luxury moments. It’s about offering more than just a photo op—these are experiences that spark connection, provide value, and make a memorable impact.
Why Experiences Are Making a Comeback
With rising living costs in Australia and tightening budgets, many consumers are shifting their focus from possessions to moments that matter. The experiential aspect of marketing provides an opportunity to deliver more meaningful value without necessarily pushing expensive products. The appeal lies in creating emotional and engaging experiences that linger in memory long after the event has ended.
For brands, this is a chance to stand out by offering consumers enriching, little luxury moments. These experiences become touch points that elevate brand perception and foster deeper connections with consumers who are seeking thoughtful, immersive interactions.
Real-World Examples of Brand-Led Experiences
- Squid Game: The Experience at Luna Park Sydney
An example of a high-budget, immersive experience is Luna Park Sydney’s Squid Game attraction. Launching in December 2024, this interactive event brings the challenges of the popular Netflix series to life. From Red Light Green Light to the Glass Bridge, attendees engage in adrenaline-pumping games, complete with themed environments, exclusive merchandise, and authentic cuisine. This high-investment approach engages fans through rich, memorable interactions that reflect the show’s cultural phenomenon. - Botanica Gin & Spirits Journey at The Coal Loader, Sydney
On a smaller budget, yet equally impactful, is the Botanica Gin & Spirits Journey held at the historic Coal Loader in Waverton. This tasting experience invites attendees to explore gins from over 20 Australian distilleries in an immersive underground setting. It demonstrates how a thoughtful, lower-budget experience can still captivate audiences, foster brand loyalty, and offer deep connections through engaging storytelling and craft appreciation. - Bluey’s World in Brisbane
Bluey’s World offers a high-end immersive experience based on the beloved children’s series, taking place in a custom-built Northshore Pavilion in Brisbane. This 70-minute guided tour allows families to explore a detailed recreation of the Heeler family home, offering rich storytelling and emotional connection.
How Brands Can Harness the Power of Experience Marketing
- Thoughtful curation of immersive events: Brands must go beyond surface-level aesthetics to create impactful experiences. Thoughtfully curated events with immersive, meaningful activities resonate more deeply with attendees. Whether it’s a pop-up café showcasing a brand’s story or an intimate workshop series, the emphasis should be on delivering value and memorable engagement.
- Offer educational and enriching experiences: In addition to offering joy and entertainment, experiences that educate or inspire attendees hold greater value. Providing influencers and consumers with opportunities to learn or engage with a brand’s ethos ensures a lasting impact. Workshops, creative classes, and hands-on demonstrations are just a few ways brands can connect meaningfully.
- Create exclusive, little luxury moments: Tap into the trend of “little luxury” by designing exclusive experiences that provide moments of indulgence, even on a modest scale. This could be a high-end tasting event, a pampering session, or a curated, private gathering that elevates an everyday moment into something extraordinary. These small luxuries can resonate deeply, offering escapism, connection, and a sense of importance.
- Leverage Micro-influencers for deeper connection: Micro-influencers excel at building trust and connection within their communities. By collaborating with them to bring their followers into carefully designed experiences, brands can foster authenticity and create deeper emotional ties. The added trust and relatability make the impact of these events even more profound.
Avoiding Superficiality: The New Standard for Experience Marketing
As experiential marketing makes a comeback, brands must understand that consumers and influencers alike are rejecting superficial, “Instagrammable” moments that offer little value. Flower walls and photo booths alone won’t cut it anymore. Instead, experiences must be rooted in authenticity, thoughtfulness, and true engagement. Influencers are looking for opportunities to connect with brands on a deeper level, so brands must elevate their approach to deliver experiences that inspire and connect.
Social Soup’s Perspective on the Experience Renaissance
At Social Soup, we’ve long championed creating genuine and meaningful connections through micro-influencer engagement. We believe that brands have a unique opportunity to craft memorable experiences that offer value, spark connections, and create a lasting impression. Thoughtfully curated, little luxury experiences bring a touch of indulgence and leave a powerful legacy of authenticity and connection.
Conclusion: A New Era of Experiential Connection
The shift towards experiences over possessions is not just a passing trend; it marks a return to the value of genuine connection and meaningful engagement. By designing thoughtful, immersive, and enriching experiences, brands can create lasting moments that resonate deeply with consumers. This is the future of experiential marketing—one that goes beyond possessions and puts people, connection, and authentic experiences at the heart of every interaction.