In the modern digital age, it’s easy for businesses to become so caught up in social media and email-marketing campaigns that they forget how important it is to give their customers a chance to truly experience their brand. And while a “brand experience” can take place online, there’s something about a physical, real-world experience that can’t be replicated digitally.

That’s where experiential marketing comes into the picture. Instead of just engaging customers in a passive fashion like much online marketing does, it hits them in an active way that is fun, memorable, and viscerally exciting. What is it, you may ask? It can be anything from a trade show, to a pilot test, to a concert or party. The overall goal of an effective experiential marketing campaign or event should be to indulge the senses of customers or potential business partners in as many ways as possible.

If online marketing is all about sight and hearing, then physical experiential campaigns may find success by doubling down on visual spark and sound, but also incorporating scent, taste, or touch into the experience. The more senses that you bring to the table for your experiential marketing event, the more effective the experiential marketing will be.

One popular brand that has widely succeeded at experiential marketing is Coca-Cola. Their campaigns allow individuals to interact with their brand and product in an entertaining and fun way. Check out a campaign they rolled out in May 2014 called “The Friendly Twist”.