The Science of Experience: Why Immersive Marketing Creates Lasting Impact
- Darren O'Mahony
- Feb 3
- 4 min read
In an era where attention is the most valuable currency, brands are constantly seeking new ways to captivate their audiences. Traditional advertising struggles to cut through the noise, while experiential marketing—rooted in psychology and multisensory engagement—creates emotional connections that drive lasting brand loyalty. But why does it work so well? The answer lies in science.
How the Brain Processes Experiences
At its core, experiential marketing works because it aligns with the way our brains are wired to learn and remember. Unlike passive advertising, which relies on consumers absorbing information, immersive experiences activate multiple senses, engage emotions, and create personal connections. These factors trigger powerful memory formation and brand recall.
Neuroscientific research has shown that when people experience something firsthand, their brain releases dopamine—a neurotransmitter associated with pleasure and motivation. This not only makes the experience enjoyable but also strengthens the memory of it. That’s why an engaging brand activation has a much higher chance of being remembered than a static ad.
Multisensory Experiences Boost Engagement
The more senses involved in an experience, the stronger the emotional and cognitive impact. Studies suggest that people retain:
• 10% of what they read
• 20% of what they hear
• 30% of what they see
• 50% of what they see and hear
• 80% of what they personally experience
By integrating touch, sound, sight, and even smell into activations, brands create deep, memorable interactions that engage consumers on a subconscious level.
WTS Case Study: Montblanc Interactive Window Display
Montblanc leveraged interactivity to create a lasting impression with its customers. Instead of a traditional store display, WTS built a 2.5-metre replica of the Summit 3 watch, which was fully controllable via WebSockets. Customers could explore different watch faces and features from their personal mobile devices, making them feel personally connected to the product. The result? A 31% booking conversion rate for in-store appointments, proving that hands-on engagement leads directly to consumer action.
The Role of Emotion in Brand Loyalty
Emotions drive decisions—this is a fundamental principle in psychology. Whether it’s excitement, nostalgia, or awe, emotionally charged moments form deep-seated memories. Brands that tap into emotional storytelling don’t just sell products; they create experiences people want to relive and share.
WTS Case Study: City of Greater Geelong Christmas Tree
During the pandemic, Geelong wanted to create a hands-free, interactive Christmas experience. WTS used WebSockets to allow people to control a giant interactive Christmas tree using their mobile devices. It was designed as a short-term COVID-safe activation, but due to overwhelming public engagement, it ran for three consecutive years. This activation wasn’t just visually stunning—it fostered joy and connection, making it an unforgettable holiday tradition.
The Psychology of Social Sharing
Experiences that surprise and delight customers naturally lead to organic sharing. Research shows that 49% of consumers rely on recommendations from influencers and peers before making a purchase. If an activation is compelling enough, people will capture it, post it, and spread brand awareness organically.
WTS Case Study: St. George Unwrap Christmas
A digital Christmas window display invited passersby to “unwrap” virtual gifts by waving their hands in front of the screen. The surprise-and-reward mechanism encouraged participation, leading to over 530,000 views on Facebook in just a few days. The activation’s success was rooted in psychology—humans are wired to love surprises, and when brands provide shareable moments, they amplify their reach exponentially.
How Brands Can Apply Experiential Science
For brands looking to integrate experiential marketing into their strategies, here are key takeaways:
1. Engage Multiple Senses – Use touch, sound, and visuals to create a fully immersive experience.
2. Evoke Emotion – Design experiences that make people feel something—excitement, nostalgia, joy.
3. Encourage Interaction – Let consumers control, customise, or explore the activation.
4. Leverage Social Sharing – Create moments worth capturing and sharing.
5. Measure and Optimise – Track engagement, dwell time, and social reach to refine future activations.
Final Thoughts: Why Experiential Marketing is the Future
In a digital-first world, consumers crave real-world connections. Experiential marketing blends technology, psychology, and creativity to turn everyday brand interactions into unforgettable moments. By applying the principles of neuroscience and emotional engagement, brands don’t just capture attention—they capture hearts.
At Watch This Space, we specialise in designing activations that go beyond engagement—they create lasting brand loyalty. If you’re ready to make an impact, let’s chat.
...
1. Dopamine Release and Memory Formation:
• Experiencing events firsthand leads to dopamine release, enhancing memory retention.
• Source: “Dopamine-mediated formation of a memory module in the nucleus accumbens” – Nature Neuroscience
2. Information Retention by Sensory Modality:
The blog provides statistics on retention rates:
10% of what they read
20% of what they hear
30% of what they see
50% of what they see and hear
80% of what they personally experience
3. Consumer Reliance on Recommendations:
• The blog mentions that 49% of consumers rely on recommendations from influencers and peers before making a purchase.
• Source: This statistic aligns with findings from various market research studies, though a specific source isn’t provided in the blog.
4. WTS Case Studies:
• Montblanc Interactive Window Display:
• City of Greater Geelong Christmas Tree:
• St. George Unwrap Christmas:
For a more in-depth understanding of the neuroscience behind experiential marketing, you might find this article insightful:
• Dopamine: Making memories: This article discusses how dopamine helps form long-term memories by increasing the production of proteins through a unique signaling pathway.