Remember when marketing went fully digital and everyone declared the death of physical advertising? Yeah, about that. Turns out, IRL (In Real Life) marketing is not only alive but thriving — and it's more creative, more immersive, and more Instagrammable than ever.
After years of scrolling, swiping, and streaming, consumers are craving tangible experiences. Brands are responding with pop-ups, brand activations, and real-world events that engage the senses and foster genuine connections. Let's explore how IRL marketing is making a triumphant return.
The Digital Shift and the IRL Resurgence
For the past decade, marketing strategies have heavily favored digital channels. Social media ads, influencer partnerships, and virtual events became the norm. While these methods offered broad reach and measurable metrics, they often lacked the personal touch that fosters deep brand loyalty.
Enter the resurgence of IRL marketing. Brands are rediscovering the power of face-to-face interactions and sensory experiences. From pop-up shops to immersive events, physical marketing is back and more innovative than ever!
Why IRL Marketing Works
Sensory Engagement: Physical experiences engage multiple senses, creating stronger memories and emotional connections.
Authenticity: In-person events allow brands to showcase their personality and values in a tangible way.
Community Building: Real-world interactions foster a sense of community and belonging among consumers.
Social Sharing: Unique experiences encourage attendees to share on social media, amplifying reach organically.
Standout IRL Marketing Examples
🍹Alix Earle's SipMARGS at Coachella
Influencer Alix Earle partnered with canned margarita brand SipMARGS to create "The Sip Stop" at the Revolve Festival during Coachella this year. This gas station-inspired pop-up featured a vintage pickup truck, margarita tastings, and a "Truth or Sip" interview series. The activation blended nostalgia with modern branding, creating a buzzworthy experience that resonated with festival-goers.
🧸Jellycat's Global Pop-Ups
Luxury plush toy brand Jellycat has embraced the "kidult" trend with pop-up experiences worldwide. From the Jellycat Diner at FAO Schwarz in New York to the Jellycat Café in Shanghai, these whimsical installations offer fans a chance to interact with their favorite plushies in themed environments.
🎧Audible's Marathon Activation
Audible took experiential marketing to the streets by having runners participate in marathons while carrying speakers that played audiobooks. This innovative approach not only promoted Audible's content but also provided entertainment for both runners and spectators, turning a traditional event into a dynamic brand experience. Absolutely brilliant.
🌸Mejuri's Floral In-Store Experiences
Jewelry brand Mejuri has enhanced its retail spaces with thoughtful touches like offering flower bouquets in collaboration with local florists. These in-store activations create a welcoming atmosphere and provide customers with shareable moments that extend beyond the purchase.
💄Glossier's Mobile Vending Experience
To celebrate the launch of its Black Cherry Collection, Glossier transformed its Balm DotWorld mobile unit into a 360-degree immersive vending experience. Popping up in Austin, Texas, and at the Mall of America, the activation featured interactive installations, allowing fans to engage with the brand in a novel, tactile way. The mobile experience not only brought the product directly to consumers, but also generated significant social media buzz.
🎾M&M’s Pop-Up at the Australian Open
In a strategic move to position itself beyond just a confectionery brand, M&M’s partnered with the Australian Open in 2025, launching a pop-up store within the tournament precinct. The store featured interactive experiences, a chocolate wall, and exclusive Australian Open-themed chocolates — aiming to align the brand with the fun and inclusiveness of the tennis event and engage over a million visitors.
🍵Pret A Manger's 'Matcha Moment' in NYC
In January 2025, Pret A Manger hosted a 'Matcha Moment' event at its Union Square location in New York City to launch its new matcha drinks. The upstairs area was transformed into a Zen-inspired space with calming green hues and matcha-themed decor. VIP guests enjoyed personalized matcha creations, latte art, and even head and neck massages, creating a serene and memorable brand experience.
🏀Joe & the Juice's All-Star Weekend Activation
During the NBA All-Star Weekend in San Francisco, Joe & the Juice celebrated the upcoming launch of its new premium sandwich, The Steak by Kevin Durant, with an exclusive event. The activation featured a surprise appearance by Durant, musical performances, and a larger-than-life sandwich box installation, blending sports culture with culinary innovation.
🎤NBC's 'SNL50 Experience' in New York
To commemorate the 50th anniversary of Saturday Night Live, NBC hosted an immersive pop-up event in New York City. Fans could explore authentic show artifacts, participate in interactive exhibits like the "Weekend Update" desk, and enjoy themed installations, offering a behind-the-scenes look at the iconic comedy series.
Tips for Successful IRL Marketing
Know Your Audience: Tailor experiences to the interests and preferences of your target demographic.
Create Shareable Moments: Design installations and activities that encourage attendees to capture and share their experiences on social media.
Collaborate Strategically: Partner with influencers, artists, or other brands to expand reach and add credibility.
Measure Impact: Use tools like QR codes, social media analytics, and post-event surveys to assess the effectiveness of your activation.
Final Thoughts
In an age dominated by digital interactions, the return of IRL marketing highlights the enduring value of human connection. By creating memorable, sensory-rich experiences, brands can forge deeper relationships with consumers and stand out in a crowded marketplace.
So, dust off your event planning skills and start brainstorming because the future of marketing is not just online; it's happening right in front of us. 🤝
If you’re looking for agency support to develop a strong IRL strategy for your brand, you’re in the right place. Get started by booking a call with a Breef Marketing Strategist — they’ll help you nail down your needs and find the perfect team for you.
