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Paying for attention is getting increasingly difficult and expensive. Therefore, more of the marketing
budget is going to creating customer experiences than ads in an attempt to earn attention and word
of mouth.
Experiences Are the New Ads
Bud Light’s #UpForWhatever campaign is
built on the strategy that experiences are the
way to a consumer’s heart. More and more
brands are investing in customer
experiences to create a deep (and hopefully
life-long) connection with their fans.
Mophie (the battery charging phone case),
rather than a standard booth, grabbed
SXSWers attention by rescuing attendees
who are low on battery with phone
charging saint bernards. That experience is
worth more than any 30-second ad.
The People Behind the Brand 24

Paying for attention is getting increasingly difficult and expensive. Therefore, more of the marketing
budget is going to creating customer experiences than ads in an attempt to earn attention and word
of mouth.
Experiences Are the New Ads
Bud Light’s #UpForWhatever campaign is
built on the strategy that experiences are the
way to a consumer’s heart. More and more
brands are investing in customer
experiences to create a deep (and hopefully
life-long) connection with their fans.
Mophie (the battery charging phone case),
rather than a standard booth, grabbed
SXSWers attention by rescuing attendees
who are low on battery with phone
charging saint bernards. That experience is
worth more than any 30-second ad.
The People Behind the Brand 24

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