In contrast to scripted commercials, many brands are setting up marketing experiments in order to get authentic reactions from existing and prospective customers. These experiments are designed to do things like test skills and prove how far a fan will go for their favorite product. In some cases, these experiments even help to build trust with a brand, since comfort zones are often pushed to their limits. One of the greatest examples of this a Bud Light Super Bowl ad that asks one guy if he is "Up for Whatever," and has him taken on a once-in-a-lifetime adventure where anything can happen.
Although multiple actors are usually involved in the setup of these elaborate marketing experiments, the real reactions from one person are enough to totally transform how a product is perceived by an audience.
- Gen Z
- Gen Alpha
- Gen X
- Millennial (primary audience)
