How Suntory’s Immersive Experience Drives Shareable Moments, According to Dan Gingiss, CSP

In a recent LinkedIn post, Dan Gingiss, CSP discusses the power of creating “immersive and shareable” experiences, using Suntory’s recent Immersive Experience in Hong Kong as a prime example. Gingiss, a recognized expert in customer experience, highlighted how the beverage company effectively generated buzz and awareness for its newer products.

The core of Gingiss’s observation lies in how Suntory managed to not only showcase its offerings but also to actively encourage attendee engagement. He posits that the success of such initiatives hinges on their ability to make experiences inherently worth sharing.

“Suntory was creating awareness for some of its newer beers and spirits, but it did so in an Immersive and Shareable way (two elements of my WISE framework for creating remarkable experiences at scale).”

The WISE Framework in Action

As Dan Gingiss, CSP notes, the Suntory experience exemplifies key components of his “WISE” framework, which stands for Immersive, Shareable, and Engaging (though the acronym implies four elements, he specifically calls out two here). The goal, according to Gingiss, is to create moments that customers naturally want to document and distribute through their own social networks.

Driving Organic Reach Through Experience

Gingiss challenges other organizations to consider how they can replicate this effect. He asks a pivotal question to his audience:

“What can your organization to do entice people to pull out their phones and take a pic or a video?”

This question underscores the modern marketing challenge: moving beyond traditional advertising to create organic reach driven by authentic customer enthusiasm. According to Gingiss, the key is designing experiences that are not just enjoyable but are also inherently visual and easily communicable across social platforms. The implication is that when an experience is sufficiently novel or delightful, customers become willing brand ambassadors.

The Psychology of Shareability

Dan Gingiss, CSP argues that the desire to share is deeply rooted in human behavior, particularly in the digital age. People share content that reflects positively on them, provides value to their network, or expresses their identity. By creating an immersive environment, Suntory provided a unique backdrop that attendees would be proud to associate themselves with.

The act of taking a photo or video and posting it online serves multiple purposes for the consumer: it acts as a memory, a status symbol, and a form of social currency. Gingiss’s analysis suggests that businesses that understand this psychology can strategically design events and interactions that maximize this user-generated content potential. As he points out, this form of marketing is often more trusted and impactful than direct brand messaging.

Key Takeaways for Businesses

From Gingiss’s perspective, the Suntory example offers valuable lessons. Businesses should move beyond simply providing a product or service and focus on crafting memorable, interactive moments. The emphasis should be on creating an environment where customers feel compelled to capture and share their experience.

In essence, Dan Gingiss, CSP advocates for a shift towards experiential marketing that leverages the power of social networks. By making experiences both immersive and shareable, organizations can tap into a powerful engine for brand awareness and customer engagement, turning attendees into active participants in their own marketing efforts.