Quick recap: Experiential means creating interactive moments that invite people to participate—not just watch. An experiential event, activation, or environment is designed to spark emotion, connection, and momentum that lasts beyond the moment itself. In this post, we break down what experiential really means, what it is (and isn’t), and how Bluewater approaches experiential work.
“Experiential” has become a go-to buzzword. You hear it everywhere in experiential marketing and experiential events, yet it is still surprisingly hard to define. It shows up in pitches, project briefs, and recaps as a shortcut for “something people will care about,” but the more it is used to mean everything, the less useful it becomes. Sometimes it refers to a look. Sometimes it refers to a format. Sometimes it is simply a signal that something feels new, high-end, or attention-grabbing. The truth is, experiential is not a style or a trend. It is an outcome. When you define it the right way, it becomes easier to design for it, measure it, and build experiences that don’t just get noticed, but actually stick.
Ally Sponsorship Activation at WNBA All-Star Weekend
So, what does “experiential” actually mean?
At its simplest:
Experiential is when people don’t just observe something — they participate in it.
It pulls them in, invites action, and leaves them with a feeling they can name.
It’s the difference between seeing a brand and experiencing a brand.
The difference between being an audience member and being part of the story.
What experiential is not
Experiential is not a synonym for “high-tech.”
It’s not a label you can apply just because something looks impressive.
Technology can absolutely make an experience feel bigger, sharper, more immersive. But technology alone doesn’t make something experiential.
Experiential isn’t about the gear.
It’s about the outcome.
The elements of a true experiential moment
When you strip it down, the strongest experiential work tends to share a few core ingredients. You don’t need every one every time, but the more you have, the more it becomes something people feel.
Emotion
Experiential makes people feel something: joy, wonder, nostalgia, belonging, curiosity. Emotion is the ignition point. It’s what turns a moment into a memory.
Surprise
Not gimmicks – surprise is that split second where someone thinks, “Wait… that’s awesome.” It’s the unexpected detail, the reveal, the transformation, the twist that rewards attention.
Agency
Agency is participation with purpose. People can choose, affect, trigger, explore, create, or unlock something. People don’t just want to watch. They want to be part of it.
Alignment
The best experiences feel inevitable for the brand. The message, the tone, the interaction style – all of it fits. If it feels like the experience could belong to anyone, it’s not aligned enough.
Momentum
Experiential should travel – not just in content, but in conversation. It’s the story people tell after. The return visit. The ripple effect. And yes, momentum is measurable: dwell time, engagement, return visits, sponsorship value, leads, and social amplification.
“If it’s not an experience, it’s just noise.”
We asked Bluewater’s Managing Partner, Scott Schoeneberger, what the word experiential means to him—and here’s what he said:
“Experiential is about creating moments that pull people into something, not just in front of it. It’s less about the moment itself and more about what happens between people because of it… and what occurs after it. That’s how experiences can create momentum instead of just attention… and why we say “If it’s not an experience, it’s just noise.”
Want to go deeper? Watch Scott’s full presentation, “If Not an Experience Then What”, on-demand here: https://bit.ly/3LB7TNd
That perspective gets to the heart of it: experiential isn’t just about building an experience – it’s about sparking connection, response, and ripple effects that will last beyond that moment.
Remix Detroit – Interactive Music Lab
A quick reality check: Is it experiential?
If you’re planning something and wondering whether it truly qualifies as experiential, ask a few simple questions:
Will someone feel something within the first 10 seconds?
Is there a clear first action for the guest to take?
Does the experience reward curiosity?
Can someone describe it in one sentence to someone else?
Does it create a moment worth sharing without forcing it?
Does it align with the brand story and audience?
What happens after the moment ends?
If those answers are fuzzy, you might have a strong setup – but not a strong experience. The good news is that you’re usually only a few intentional changes away from turning “cool” into experiential.
The bottom line
Experiential isn’t a buzzword. It’s a standard.
It’s the difference between something people pass by and something they step into.
Between attention and connection.
Between content and memory.
You need to start asking:
“What should people feel – and how do we amplify that?”
If you’re exploring new ways to create experiences that move people emotionally and physically, we’d love to talk more with you. Contact us today to get started.
