MAKE IT REAL: WHY IRL BRAND EXPERIENCES ARE MORE THAN A TREND

Digital isn’t cutting it anymore. The boldest brands are showing up IRL — creating moments you can feel, remember, and share.

The boldest brands are showing up IRL — creating moments you can feel, remember, and share.

We’re not talking about a passing trend. We’re in the middle of a real marketing shift.

As screens saturate our daily lives, the brands that truly break through are the ones that meet us in the real world. IRL experiences are back (if they ever left), and they’re winning hearts — and market share.

Just ask Nk’Mip Cellars.

Partnering with us at TIME is now marketing. Nk’Mip hosted a creator-driven, all-inclusive wine experience that transformed stunning landscapes and rich storytelling into a content-generating machine.

The result?

102 total story shares
4.5M+ impressions
A brand experience that lives far beyond the weekend
This isn’t about escapism. It’s about immersion — and it works.

“We don’t want to double-tap — we want to immerse.”
– Pretty Little Marketer

Why IRL Works

• 74% of consumers say participating in brand experiences makes them more likely to buy.

• People don’t just want products — they want memorable moments.

• IRL events become UGC goldmines: stories, reels, TikToks, and vibes that echo far beyond the event itself.

Pro Tip

Keep the momentum alive after the event. Partner with select creators to produce branded content and run Meta whitelisting ads. This extends your reach, boosts ROI, and keeps your brand top of feed — and top of mind.

IRL isn’t a trend. It’s the shift. And we’re already there.