By Emma Gehris
Rising Stars is a series of thoughts, reflections and perspectives by the interns at Devine + Partners. Emma Gehris is a graduate of the College of Charleston, with degrees in marketing and hospitality and tourism management.
Today’s most successful PR campaigns are not just seen, they are experienced. Consumers no longer want to simply hear from brands. They want to step into them, interact with them, and feel connected to them in ways that are memorable and shareable.
Put another way, PR has evolved into something people look forward to. Attention must be visually and emotionally earned. As consumers are rapidly exposed to digital content, they are drawn to moments that feel cinematic and memorable. Brands must bring their values to life, allowing consumers to step into them and experience them firsthand.
This shift is also driven by cultural alignment. Consumers are more likely to connect with brands that reflect their values, identities, and interests. When a brand aligns culturally, it creates a deeper emotional connection, turning audiences into active participants. This emotional resonance builds trust and long-term loyalty.
There are four key elements shaping experiential PR today: immersion, engagement, emotional connection, and shareability.
- Immersion places the consumer directly inside the brand world. Pop up events are a strong example of this, allowing consumers to enter the brand’s universe and engage with it in a tangible way.
- Engagement ensures that audiences are not just observing but participating. Whether through activities, live demonstrations, or sharing moments online, consumers become part of the story and brand rather than viewers of it.
- Emotional connection is what makes these experiences last beyond the moment. When consumers feel something, especially emotions like nostalgia, excitement, or inspiration, they are more likely to remember the brand and share it with others.
- Shareability is what amplifies the reach of the experience. The most successful PR moments are designed to be captured and shared. Visually compelling environments encourage consumers to document and post their experience. This turns a single interaction into multiplied reach.
LEGO’s “Build the Thrill” pop up experience is a strong example of how all four elements work together seamlessly. LEGO launched multiple Formula 1 inspired interactive pop-up experiences around the world, including one on Michigan Avenue in Chicago.
Immersion was at the core of the experience. The space was designed as a fully interactive world. It was not just a display of LEGO products, but an environment where consumers could build their own mini racecars in the Race Lab.
Engagement was built directly into the pop-up design. Fans could see a life-sized LEGO Red Bull F1 car and participate in interactive experiences such as racing simulations and creating a LEGO driver’s license photo card.
Emotional connection came through a sense of nostalgia. LEGO tapped into childhood memories and the excitement of creativity. That emotional layer is what made the experience stick beyond the event itself.
Shareability amplified the entire experience. The pop up naturally encouraged attendees to capture and share content. Each post extended LEGO’s reach far beyond the physical pop up.
LEGO’s strong customer loyalty is a clear example of how brands that successfully create these deeper emotional connections will see stronger loyalty, increased visibility, and more meaningful relationships with their audiences.
In today’s landscape, PR is no longer just about reaching people, it is about making them feel connected to the brand.
Devine + Partners is a Philadelphia public relations agency. We offer a full range of communications services– from message and content development and media relations to issues management and employee and community engagement.
