Gen Z want Immersive Marketing Experiences in 2025

Gen Z are unlike any generation that has come before them. 

This tech-savvy generation may have grown up in front of an iPad, but when it comes to marketing they want the real thing – real, tangible, in-person experiences. Social media will always strike a chord with this young audience, but in 2025 brands are finding it increasingly more effective to create out-of-home, immersive marketing for these consumers. 

The question is, why? Read on to find out why Gen Z has become so fixated on immersive marketing and bringing brands into the real world. 

FROM CONSUMERS TO CREATORS: WHY GEN Z WANTS IMMERSIVE MARKETING

Gen-Z craves inclusion and this greatly changes the way that they interact with brands. 

Whilst previous generations were content with being mere spectators, Gen Z want to be creators. They don’t want to just purchase from a brand, they want to be intertwined with its story. This ties into their need for authenticity; Gen Z want brands that go the full nine yards to engage them and do so in a way that champions their brand identity. Simple billboards and social media ads come off as flat and disingenuous to this unique audience. 

@simplyrasha

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Research has consistently shown that a large portion of Gen Z are content creators themselves. As such, they have extensive experience with sharing their own stories online. Brands that are able to weave themselves into this and generate co-creation moments are the ones that come out on top. The most effective way to do this is through immersive marketing strategy such as live events, experiential activations, and pop-ups. 

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Moreover, Gen Z are growing tired of the internet. Rates of technological burnout are high in this generation, who have grown up being bombarded with digital advertising and algorithm-focused content. Sick of the same old, Gen Z crave something fresh and different – something that will stop their scrolling and make them look up from their phones. 

Whether it is AR-powered installations, exclusive product drops, or festival-style events, Gen Z wants something real. Some of the best immersive marketing examples come from Nike. The immensely popular sportswear brand has leaned into this change with immersive sneaker experiences, allowing consumers to create their own unique shoes in real time. 

IMMERSIVE MARKETING IS THE FUTURE

Brands that are truly embracing this demand for real-world experiences are leveraging immersive marketing tactics. This includes everything from augmented reality (AR) activations to hands-on brand experiences. Visa, for instance, created a VR Olympic experience to bring fans closer to the games, while Lamborghini allowed consumers to explore luxury vehicles in virtual showrooms.

The key takeaway? These experiences work best when they connect back to something tangible – whether that’s an exclusive event, a personalised product, or a hands-on demonstration.

THE BOTTOM LINE: EXPERIENCES = ENGAGEMENT

If brands want to cut through the digital noise, they need to go beyond traditional online campaigns and give Gen Z what they actually want: real-world, hands-on experiences that they can engage with, document, and share. 

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The brands that make them feel like part of the story will be the ones they stick with – and talk about – long after the event is over. Yet, this isn’t as simple as hosting a pop-up once a year and calling it a day. Gen Z places authenticity as their top priority when it comes to brands and marketing. A successful in-person experience isn’t just one that goes off without a hitch; it is one that ties into the brand’s identity and persona flawlessly.

Anything less than perfectly authentic will alienate Gen Z and leave them permanently dissatisfied with a brand. These consumers have an excellent understanding of branding and won’t be fooled by money grabs and disingenuous moves. 

As such, brands need to put the consumer first. Think about what the Gen Z audience wants and how this relates to the brand itself before acting; this is the key to connecting with this ever illusive generation. 

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