{"id":11051,"date":"2026-04-02T16:16:25","date_gmt":"2026-04-02T20:16:25","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/04\/02\/from-placement-to-participation-the-rise-of-experiential-media\/"},"modified":"2026-04-02T16:55:17","modified_gmt":"2026-04-02T20:55:17","slug":"from-placement-to-participation-the-rise-of-experiential-media","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/from-placement-to-participation-the-rise-of-experiential-media\/11051\/","title":{"rendered":"From Placement to Participation: The Rise of Experiential Media"},"content":{"rendered":"\n
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Photo credit: MJvibe.com<\/em><\/p>\n\n\n\n\n\n

Lionsgate recently turned Sunset Boulevard into a Michael Jackson street party with an electrifying promo stunt in promotion of the studio release of Michael, which is a great example of the impact of experiential media.<\/p>\n\n\n\n\n

PARTICIPATION IS THE NEW REACH<\/strong><\/h2>\n

Digital Out of Home (DOOH) has emerged as a critical driver of this shift. According to the OAAA<\/a> and The Harris Poll, 73% of consumers view DOOH ads favourably, and 76% have recently taken action after seeing one, making DOOH the most action driving medium across all major channels. \u2011of\u2011Home (DOOH) has emerged as a critical driver of this shift. According to the \u2011driving medium across all major channels.<\/p>\n\n\n\n\n\n

Nielsen\u2019s Brand Impact research<\/a> backs this up, showing that DOOH campaigns can generate 3.6\u00d7 higher unaided awareness year-over-year, and meaningfully increase purchase intent across key markets.<\/p>\n\n\n\n\n\n

But the real unlock happens when DOOH pairs with live experience. When a brand creates an IRL moment that audiences organically document and share, and supports it with high impact DOOH, the campaign moves beyond exposure and into cultural participation.<\/p>\n\n\n\n\n\n

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Photo Credit: Disney\/Discussing Film)<\/em><\/p>\n\n\n\n\n\n\n\r\n

Disney+ Percy Jackson 4D Billboard — DOOH as public spectacle<\/strong><\/h2>\n

Disney\u2019s immersive Percy Jackson and the Olympians billboard at Hollywood & Vine redefined what OOH can be. By integrating synchronized water effects, mist bursts, and narrative driven visuals, the billboard became a real-world content drop that crowds filmed and shared. It was a piece of street level entertainment and a blueprint for how DOOH can drive earned media at scale.<\/p>\n\n\n\n\n

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Zootopia 2 at Westfield Century City \u2014 A 360\u00b0 world<\/strong><\/p>\n\n\n\n\n\n

Westfield Rise partnered with Disney and Snap to transform AMC Plaza into a fully realized Zootopia streetscape, complemented by Snap\u2011powered AR lenses. Families interacted with characters, immersive sets, and on\u2011site play zones, while Disney executed a broader citywide OOH and AR rollout.<\/p>\n\n\n\n\n\n

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(Zootopia AR)<\/em><\/p>\n\n\n\n\n\n

Marketing Dive reports the campaign also included a Snapchat \u201cSnapcat\u201d cameo inside the film, and Snap data shows such campaigns can drive ~79% incremental lift in ticket conversions<\/a>. The activation demonstrated the power of combining physical space, DOOH storytelling, and social technology to extend cultural resonance.<\/p>\n\n\n\n\n

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Sony\u2019s GOAT Premiere \u2014 A Public, multi\u2011level fan experience<\/strong><\/p>\n\n\n\n\n\n

The GOAT world premiere at Westfield Century City debuted The Centurion, a new, large\u2011format Atrium LED backdrop that delivered cinematic trailers and 3D content at scale. Thousands of fans viewed the premiere from multiple levels, sponsor activations added interactivity, and Sony partnered with the Boys & Girls Clubs of America to bring community into the experience. By turning a red carpet into a public spectacle, Sony gained earned reach far beyond traditional premiere circulation<\/a>.<\/p>\n\n\n\n\n\n

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\u201cExperiential and digital marketing have effectively merged\u2014today the most powerful brand activations are designed to be experienced live and shared globally,\u201d says Cheryl Smith, Chief Executive Officer of ShowPro. \u201cOur drone activation for Apple, promoting Monarch: Legacy of Monsters, turned the sky into a storytelling canvas, creating a live spectacle that also became a highly shareable moment across social platforms. The result blended physical participation with global reach, turning a live experience into media that travelled far beyond the drones themselves.\u201d<\/p>\n\n\n\n\n

DESTINATION PLATFORMS ARE NOW CULTURAL INFRASTRUCTURE<\/strong><\/h2>\n

Retail destinations are now functioning as modern social infrastructure. Capital One Shopping\u2019s foot\u2011traffic analysis<\/a> shows 73% of Gen Z visit malls monthly, with 82% citing socializing as their primary purpose.<\/p>\n\n\n\n\n\n

Westfield Century City, in particular, offers:<\/p>\n\n\n\n\n