With the rise social media, the way marketers think about experiential marketing has changed. Not long ago, the term experiential was used as a synonym for on-site promotion and often annoyingly manifested itself as a brand lurking about a car park, shopping aisle or public venue. The fact that consumers can now publish their responses instantly to massive audiences means that brands need to be more strategic about how they incorporate experiential marketing. The experience that they offer needs to be something worth talking about. So, as part of its sponsorship partnership with the Armageddon event, V Energy brought in Colenso BBDO and Beryl to create an experience that fans would be willing to share.