Experiential marketing is a marketing approach that directly engages consumers and invites and encourages them to participate in a branded experience. 
According to the Association of National Advertisers (ANA), experiential marketingincludes events and more individual experiences, such as a demonstration of a product’s performance, extra care/personal connection, and grassroots events. 
Its importance lies in its ability to stimulate an emotional connection and reinforce an essence of the brand. Examples include sponsorship and sampling.
- Common Language in Marketing Project, 2018.
- ANA, Brand Activation Info.