THE WEIRD SIDE OF EXPERIENCE MARKETING
THE WEIRD SIDE OF EXPERIENCE MARKETING

Summary/Abstract: Experience marketing is considered the marketing of the future. Unlike traditional marketing which is based on consumers’ rational decision making, experiential marketing uses the senses, feelings, intellect and curiosity of consumers. Experiential marketing aims to build and deepen relationships with customers by offering them meaningful, memorable, interactive, exciting experiences with companies' products and services. Here, it is not a question of demonstrating the technical characteristics of a product but highlighting the emotions and sensations associated with this purchase. Companies differentiate themselves in the market by providing an appealing brand experience. They make consumers heroes of their stories. On the other hand, consumers want to be active participants in the life of the brand. They want to be involved. As Seth Godin points out, “people do not buy products and services. They buy relations, stories and magic”. The new concept of experiential marketing makes it possible for consumers, offering them fun, excitement, involvement, novelties. However, apart from positive examples of experiential marketing, in reality, companies driven by the need to attract the consumers’ attention, sometimes provoke very bizarre, strange feelings and experiences for consumers. This paper aims to investigate the experiences and reactions of consumers to such a practice of offering them weird experiential marketing activities.

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