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Amplifying Experiential Through Digital and Global Trends

Posted By The Marketing Institute, Monday 6 March 2017


At a recent MII event on Amplifying Experiential, Gemma Bell from Diageo and John Kilcullen from Verve discussed how they operated a complete refresh of the Guinness Cork Jazz festival.

For 2016 the marketing brief was Bigger and Better, and the Diageo and Verve teams decided to “put the jazz back into jazz”.

How did they do it?

The branding was completely changed, with a new look & feel online and on ads all around the city. Each venue was provided with bespoke artwork for their social media.

The Verve team spent the weekend in Cork to post and share a rich stream of content throughout the festival. They used social media heavily including Facebook (particularly Events and Facebook Live), Instagram and Twitter.


Check out the presentation slides to learn more:

For presentation notes, view deck on



In the second part of the evening, John Kilcullen shared his expertise on how to amplify experiential through digital and global trends. 

Watch John’s presentation to see examples of brands that have nailed experiential:

For presentation notes, view deck on


Photos from the event

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