Hardly a month goes by without another smartphone launch or a new tablet coming onto the market, promising to be the next big thing. With huge competition in the telecoms and IT space, standing out is paramount. Brands, therefore, are increasingly turning to experiential to achieve this and more.

Mike Thorne, product director at marketing insight firm Pearlfinders, says there has been a ten per cent increase in IT brands in the UK discussing the use of experiential compared with last year, and he anticipates this will translate into impressive activation budgets.

"Being perceived as a 'tech brand' has never been more in vogue," he adds.

"We're being told by businesses such as Mastercard that they are keen to reposition themselves as tech companies as they plan the experiential activation of their partnerships."

Read the full article in Event