In late March, I had dinner in a tent under Toronto’s Gardiner Expressway. It was the media preview for Dinner With a View, a pop-up restaurant sponsored by American Express that was billed as “a completely luxurious dining experience” in a “wondrous environment perfect for sharing via social.” As I waited for my main course, I realized that, once again, I’d taken the bait and fallen for another over-hyped experience.
“The ultimate promise of experiential marketing is for a brand to be an architect to transform passive consumption into active participation,” says Angèle Beausoleil, assistant professor of business design and innovation at the Rotman School of Management.
“I don’t want to go somewhere solely for the purpose of taking pictures,” says Dani Roche, the 27-year-old owner of creative agency Kastor & Pollux who has more than 53,000 followers on Instagram. As someone who grew up online, Roche is selective about the ways she shares her experiences online, pointing out that clichéd influencer content, such as posing in ball pits or in front of flower walls, no longer resonates with audiences.
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