This should improve customer loyalty

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Storyliving addresses changing consumer behavior, especially among the younger target group, and does not shy away from experimenting with new forms of implementation. Key points of the Storyliving approach are: Stories should not only be told, but should be experienced - away from the narrative structure and towards “drama”. Storyliving is intended to promote dialogue between brand and consumer. Forms of implementation: focus on augmented reality (AR) and virtual reality (VR) Storyliving is therefore part of a larger trend: experiential marketing, also known as engagement marketing. This marketing strategy aims to get consumers to actively engage with and experience the brand.


Girl with telescope Looking for the next marketing adventure. Storyliving focuses its implementation Special Data on virtual reality and augmented reality. At the beginning of 2017, Google Zoo published an ethnographic study called “Storyliving” in cooperation with Google Newslab . The study examined how an audience experiences virtual reality, asking what it means for journalism. Although this study was not the birth of the concept of “storyliving,” it did make it known to a broader public and defined the term. Trend experiential marketing Participating instead of just watching – that is the credo of experiential marketing, also known as engagement marketing.




The aim is for customers to experience and help shape (engage) their own brand .It should also have a positive effect on peer-to-peer marketing, because experiences are more likely to be shared with others than boring advertising messages. Experiential marketing and with it storytelling are also an answer to an ever-growing problem for marketers: consumers are being bombarded with classic marketing messages. Some studies show that the average consumer is exposed to around 10,000 brand messages per day. The target group of Millennials (born 1980 to 1996) in particular is driving the “ Experience Economy ”. As a study by Eventbrite shows, this generation values ​​experiences more than possessions.