A ‘Theory of Everything’ for Experiential Marketing

Within the field of theoretical physics, the idea of a Theory of Everything (TOE) is a conceptual model unifying multiple prevailing concepts that each generally, independently, to explain everything in the universe — from quantum particles to spiral galaxies. While learned physicists may be able to explain the quantum world using each of the individual models, they cannot (yet) describe it in a way which includes the individual concepts of each — meaning that the TOE remains elusive.

While it may seem like a stretch to draw a parallel between theoretical physics and experiential marketing, the fact is that I foresee a coming ‘promised land’ within the field of experiential marketing when we will reach its own sort of TOE — where enthusiasts in the space will begin to talk of a merged concept that includes what can currently be described as distinct ‘Big Screen’ and ‘Small Screen’ executions.

Only when the silos that separate these two ‘distinct’ fiefdoms of experiential marketing are united will the field truly begin to deliver on its promise of allowing brands to create interactive experiences that at once empower the individual consumer to control their engagement AND elevate that experience such that the empowered consumer truly becomes part of a brand experience larger than themselves