Are we entering a new era of experiential marketing?

In Episode 3 of Well Played: Conversations on Marketing and Brand, Esther Kelleher and Kate Ware explore why consumers are craving real-life connection, why community is becoming increasingly important and why brands are investing heavily in experiences again.

This week we discuss:

✨ The return of experiential marketing

✨ Community versus audience

✨ The Lip Liner Index and changing consumer behaviour

✨ Creator-led entertainment and niche communities

✨ Coachella's brand activations

✨ Mecca at the Australian Open

✨ Frank Green's personalised vending machine experience

✨ Mastercard's frictionless retail activation

✨ Dirty Darlene and AI-powered creator marketing

✨ Why belonging and emotional connection remain powerful drivers of brand growth

Whether you're a marketer, founder, business owner or brand leader, this episode is packed with insights on marketing strategy, consumer behaviour, community building, experiential marketing and customer experience.

Esther brings a much lighter moment to the conversation with Corporate Canine Noods, a creator account proving that even dogs can become brands.

Follow @wellplayedpod and subscribe wherever you listen.

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Well Played: Conversations on Marketing and Brand is an Australian marketing podcast where Esther Kelleher and Kate Ware unpack the cultural trends, consumer behaviour and brand strategies shaping modern business.

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