Experiential marketing, also known as engagement marketing, event marketing, on-ground marketing, live marketing, participation marketing, or special events, is a marketing strategy that involves creating memorable and innovative customer experiences to create deep emotional connections between customers and brands. It is a way for brands to connect with consumers through experiences, such as pop-up stores, virtual events, parties, interactive installations, and other hands-on experiences designed to encourage individuals to engage and participate in an event. Experiential marketing is less about delivering a point and much more about building a story with a brands audience. Successful experiential marketing campaigns are interactive, make space for their audience to participate, ask questions, take photos, and contribute to the experience. Experiences are positively related to customers attitudes, mood, and behaviors. Experiential marketing is a growing trend that involves marketing a product or service through custom memorable experiences that engage customers and create emotional attachment to the product/service.