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Experiential events are the future of modern marketing – by Be Experiential’s Mo Hussein – Campaign Middle East

Mo Hussein – Head of Events at Be Experiential.

Mo Hussein – Head of Events at Be Experiential.

Experiential events are taking over the marketing landscape. Brands are looking for new ways to stand out from the crowd in this continuously expanding and overcrowded environment. Brands are achieving this originality by out-of-the-box thinking, and experiential events are one way to accomplish this. By stepping away from the mainstream, they aim to create an intimate relationship between the brand and the consumer to prompt an emotional connection. Experiential marketing campaigns often involve events like pop-up stores or restaurants where groups of people come together, which elicits a sentimental response.

These events take consumers on a journey from what they experience when arriving, what they see during the registration, how they feel when they walk in, and what message they take away from the event. These journeys are designed to leave a lasting memory. Something you’ve seen or heard during the event might resonate with you much further down the line. The events are designed in such a way that they build a true relationship between the brand and the consumer, so they feel a certain affinity towards the brand, which in turn leads to boosted long-term sales. 

People understand experiences by nature. What you feel, see, touch, smell and hear. Experiential events provide brands with the opportunity to be seen and heard. Whether it’s a launch event or a networking event, an experiential event will have different touch points throughout the space that almost subliminally deliver the brand’s message. Standard meets and greet or networking events are something of the past. Faces or conversations can be very forgettable if you haven’t built a true connection, but you are guaranteed to remember an interactive activation you have experienced. Brands naturally want to be seen and heard, so experiential events are the way to achieve this.  

Everyone is now trying to stay away from being corporate as it is no longer what gets attention. Even the likes of Fortune 500 companies are adding experiential events to their calendar as a way of reaching their target audience. Traditional marketing may be effective to attract some people, but a physical connection will remain unbeaten. Recently, we have seen an increase in brands using custom applications, interactive games, and connected experiences to help sell their brand to the public. 

People want experiences, to see other people, and make real connections. These events feed off other people’s energies. For brands to reach their target audience, it’s simply not enough to do it through screens. Showcasing is done in different ways and many experiential events have proven to be extremely successful ways to do that. What is a better way to tell people that you have launched something new than telling them in person and getting them to experience what the product actually is? It is all about gaining that instant connection that will create a lasting memory. 

Experiential events are unique in their ability to provide personal interactions with existing and potential new customers. New customers get the chance to experience the brand, and brands get the opportunity to form an emotional connection, which may progress to a longer-term customer relationship. Brands like Red Bull with their “Stratos” jump, M&M’s “Flavour Rooms” and Coca-Cola’s “FIFA World Cup VR Experience” are just some of the many big brands utilising experiential events to further their brand image. 

The landscape of the consumer-brand relationship is ever-changing, but one thing is for certain: experiential events are currently at the forefront of modern marketing and look like they will be for the foreseeable future. 


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Impact XM to Connect Event & Experiential Marketers From Top Global Technology Brands at Rethink: Technology 2022

Impact XM to Connect Event & Experiential Marketers From Top Global Technology Brands at Rethink: Technology 2022

Leading Event and Experiential Marketing Agency Focuses on Emerging Technology Trends and How They Will Impact Events at Upcoming Rethink Conference

DAYTON, N.J., May 24, 2022 /PRNewswire/ — After more than 15 successful Rethink conferences, Impact XM is proud to host Rethink: Technology 2022, an industry-focused event on Thursday, June 2. In partnership with virtual and hybrid event platform MeetingPlay, this virtual, one-day event will welcome over 100 event and experiential marketers from some of the top global technology brands. Attendees will learn the latest insights focused on the unique marketing challenges in the ever-evolving technology industry to amplify their brand experiences in the years to come.

“We are thrilled to expand our Rethink conferences into more vertical-focused events to benefit our clients on a more individualized level. Technology plays a vital role in the success of any event, from concept to creation, and with Rethink: Technology, we are able to create a space for experts to come together to discuss the latest technology trends and how they will impact the future of events,” said Impact XM CEO Jared Pollacco.

To start off Rethink: Technology 2022, Dex Hunter-Torricke, Head of Communications, Oversight Board for Meta will take attendees on a deep dive into the key technological trends of the next 10-20 years and what they mean for brands and organizations. Formerly, Dex was the Head of Communications at SpaceX, Executive Communications at Facebook and Executive Speechwriter at Google.

With the theme for this year’s event as Explorations in the Event-Verse, attendees will have the opportunity to connect with and learn from some of the industry’s top technology experts in breakout sessions dedicated to discussing a handful of topics, including:

  • Creative Curiosity
    • What organizations can do today to strengthen their brand story.
  • Ownable Experience
    • How the latest experiential technology and trends can help amplify brand experiences.
  • Personalized Intelligence
    • How to understand the tools needed to elevate interactions with customers and boost marketing strategies.

The closing segment of Rethink: Technology 2022 will be featuring The State of the Show, revealing key trends from CES, MWC and SXSW followed by a panel of experts discussing their observations of the evolving trends in events, and what they’re expecting for the second half of 2022 and beyond. 

If you are interested in learning more about Rethink: Technology, visit If you would like to attend the event, register at

About Impact XM
Impact XM is a global event and experiential marketing agency with almost 50 years of experience creating events, meetings, conferences, exhibits, environments, digital engagements, and consumer activations to connect clients’ target audiences with their brands. Trusted by some of the world’s most respected organizations, Impact XM has been recognized for insightful strategy, brilliant creative, smart fulfillment, and purposeful metrics. Impact XM clients operate across a variety of industries, including the Healthcare, Technology, and Industrial sectors. Headquartered in New Jersey, Impact XM maintains locations in Toronto, Los Angeles, Las Vegas, Dallas, Washington D.C. and Zurich, Switzerland. More information can be found at

Charisse Barnachea
[email protected] 


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Limelight Platform Partners Seed Group with to Transform UAE Events with Experiential Marketing and Spatial Analytics

TORONTO and DUBAI, UNITED ARAB EMIRATES, March 8, 2022 /CNW/ – Seed Group, a company of the Private Office of His Highness Sheikh Saeed bin Ahmed Al Maktoum, has entered into a strategic partnership with Canada-based Limelight Platform, an experiential MarTech solution that leverages its innovative SaaS (Software as a Service) platform to help global brands deliver memorable consumer experiences and measure the impact of their marketing campaigns and events in real-time.

As part of the new partnership, Seed Group will support Limelight Platform’s expansion into the Middle East by helping it connect with top decision makers in the UAE’s public and private sectors and market its award-winning SaaS platform to businesses in the region. The partnership comes at a time when the UAE government is constantly striving to deploy the latest infrastructure and innovations, aiming to continue to maintain its position as one of the smartest and most connected cities in the world.

Created by marketers for marketers, Limelight Platform uses its world-class technology to help brands and agencies better understand their customers’ experiences at events or measure the impact of their marketing campaigns by collecting and analyzing real-time data.

In 2021, Limelight acquired Meshh, a SaaS platform that specializes in spatial analytics and research and provides location-based intelligence and interaction solutions to help agencies and brands gain a more in-depth understanding of visitor behavior at live events and exhibitions by passively capturing footfall, engagement, dwell time, impacts, and journey paths in a GDPR-compliant way. The insights gained from this technology will be used to improve event planning and space design, inform sponsors and advertisers about the exposure their brand received throughout an event, and demonstrate ROI to relevant stakeholders and commercial partners.

Hisham Al Gurg, CEO of the Seed Group and the Private Office of Sheikh Saeed bin Ahmed Al Maktoum, said, “Bringing experiential marketing technology to the UAE will transform and innovate the country’s events industry, opening new avenues for GDPR-compliant data collection. With the help of Limelight, brands and agencies in the region will be able to benefit from its automated, data-driven experiential marketing insights to gain a more in-depth understanding of customer experiences and interactions at events.”

Terry Foster, CEO of Limelight Platform, said, “Being represented by the Seed Group is a unique opportunity for us to grow our network in the Middle East, especially in Dubai. We have seen the many benefits our clients have gained from our technology, and are excited about our new partnership to bring our consumer data capture technology for live events to the UAE. I believe our cloud-based platform will truly be an asset for the UAE’s events industry as it helps brands and agencies prove and improve the ROI of their live marketing activities and gain accurate insight into consumer behavior at events in real-time, which will help them improve future campaigns and events.”

Seed Group is renowned for its diverse portfolio of operations in technology, tourism, hospitality, real estate, and the health care sectors across the GCC region. Over the past 16 years, it has formed several strategic partnerships with leading companies from around the world that offer innovative products and services to enhance their presence in the Middle East and North Africa market and transform various sectors.

Limelight’s new partnership with the Seed Group will ensure access to one of the world’s most diverse and fastest growing economies, which is also home to some of the most prominent industry and entertainment events and exhibitions.

About Limelight Platform

Limelight is a SaaS platform that helps global brands deliver memorable consumer experiences and measure the impact of their experiential marketing while dramatically improving results for companies like BMW, Porsche, RBC, Nationwide, Mazda, Kellogg’s and General Mills. Limelight acquired Meshh, a SaaS platform that provides world class, location-based intelligence and interaction solutions, in June 2021. The technology helps event organisers, venues and brands measure engagement and interaction in their physical spaces. Delivering insights to marketers about how customers behave in real world environments so they can deliver richer, more immersive experiences. Meshh is used by forward thinking companies like Formula 1, Live Nation, Verizon, Ford, Sky Retail, NASCAR and Relo Metrics. For more information, visit

About Seed Group

Over the past 16 years, Seed Group has formed strategic alliances with leading global companies representing diverse regions and industries. These companies have propelled their business interests and goals in the Middle East and North Africa region through the support and strong base of regional connections of the Seed Group. The Group’s goal is to create mutually beneficial partnerships with multinational organisations and to accelerate their sustainable market entry and presence within the MENA region. Seed Group has been a key point in the success of all its partners in the region, helping them reach their target customers and accelerate their businesses. The Private Office was established by Sheikh Saeed bin Ahmed Al Maktoum to directly invest in or assist potential business opportunities in the region, which meet The Private Office’s criteria. For more information, visit

SOURCE Limelight Platforms Inc

For further information: Limelight Platform Media Contact: Ian Richardson, +1 416 278 9139, [email protected] ; Seed Group Media Contact: Nomarie Jean Lacsamana, +971 4 373 5068, [email protected]