IRL vs URL: Why experiential marketing matters in student recruitment

Article

In a world saturated with digital touchpoints, the tactile power of in-person experiences remains unmatched. In the context of higher education, when experiential marketing is thoughtfully integrated into the wider strategy, it becomes one of the most powerful tools for engaging and converting prospective students.

Since the peak proliferation of virtual events and online campus tours during the Covid era, in-person open days and on-campus experiences have returned to play a decisive role in student decision-making. In the UK, 82% of students said open days changed how they viewed the universities they applied to. Meanwhile, in the US, over half (57%) of students attended an on-campus event such as an open house, reinforcing just how vital real-world experiences remain across regions.

But why do today’s students value in-person events so highly? Today’s students are digital natives, sure, but that doesn’t mean they’ve checked out of ‘real life’. In fact, quite the opposite: they're a lonely generation that seeks genuine, immersive, and community-driven interactions. A June 2025 Oxfam study found that 34% of Brits feel lonely, with Gen Z emerging as the loneliest group. A significant 49% of those participants said the lack of social opportunities fuels this isolation. This insight confirms what some have theorised for a while now: Gen Z (and Gen Alpha) are eager for shared experiences that bring people together in an authentic way to counteract the digital world they find themselves in.

For university marketing and admissions teams, it’s time to take cues from the brands students love and reimagine university experiences through the lens of experiential marketing. Institutions should remember that students aren’t just choosing a course – they’re choosing a community. And community is built through experience.

Whether it’s walking through a buzzing student union, grabbing a free coffee from a campus food truck, or chatting to current students in the sunshine, these are the moments that shape a student’s emotional connection to a place. In fact, 78% of UK students said they want more interaction with current students during open days, and nearly two-thirds (63%) are looking for a real window into student life. In the US, 28% of students ranked “campus atmosphere” as one of the most important factors in choosing where to apply. That kind of decision-making is rooted in emotion, not just stats and information.

Beyond the data, think about who students are today. Gen Z and Alpha have grown up constantly consuming content and ads. In this scenario, they play the role of the audience. Interactive experiences offer an alternative where an activation talks to them, not at them. Real-time elements and events make them feel part of the story and part of an active audience. What's more, these activations strongly align with their preference of not feeling like they’re being “sold” something. So, when an offer like this is on the table, it makes sense that they’d opt for a digital detox and a break from their ad fatigue.

Think back to Netflix’s ‘Stranger Things’ experience; immersive pop-up installations that let fans step into the show’s universe in London, New York and Los Angeles. Attendees could explore the sets, try on costumes and take fun photos with friends. Limited edition Stranger Things swag was available thanks to partnerships with Coca-Cola and Baskin-Robbins, adding a tangible element to the experience, while online engagement was encouraged through branded hashtags. These events weren’t about passive consumption; they were about active participation. That’s the gold standard for experiential marketing: co-creating the moment with your audience.

Alternatively, take Spotify’s “All Ears on You” campaign, which turned users into the stars of their own playlists. These aren’t just stunts—they’re emotionally resonant, data-backed activations that place the audience at the centre of the story.

So, how can universities harness the same experiential power?

Here are a few ways to bring your campus experience to life:

Branded food trucks or pop-up hubs: Create moments of surprise and delight on campus visit days. Serve locally inspired treats or branded coffee with QR codes that lead to student-made content or a gamified experience.
Snapchat geofilters and AR experiences: Let students unlock hidden campus stories through their phones. Think location-based trivia, digital scavenger hunts, or AR-guided tours.
Micro-events and student-led meetups: Host real-time conversations and peer panels led by current students. Let applicants ask unfiltered questions in a casual setting.
Take the campus to them: For students who can’t travel, replicate the experience with mobile campus activations. This could be branded buses, local meetups, or travelling student ambassador roadshows.

It’s not about replacing traditional open days; it’s about amplifying them with memorable, student-first moments.

Experiential marketing often raises a fair question: how do we measure success? Of course, when working within the tight budgets of higher education, this concern is especially valid.In short, digital trails are the key to seamlessly blending in-person and digital activity. Technology-powered trails such as QR codes, vanity URLs and campaign-specific hashtags link in-person activations to their online counterparts, allowing for the impact of your brand’s real-world presence to be measured.

On-the-day digital prompts to use QR codes, NFC tags, or SMS opt-ins will allow you to collect data and drive post-event action, whether it be for booking a follow-up call, subscribing to a student blog, or downloading a digital guide. Pre- and post-event surveys can help measure how perception shifts after experiential touchpoints.

When it comes to OOH, location data can be leveraged by geofencing virtual boundaries around billboards or by using modern tools to track foot traffic.

When it comes down to it, it’s not a question of in-person or digital. The future of student recruitment lies in weaving the two together, designing marketing experiences that are emotionally rich and digitally measurable.

When universities think like lifestyle brands, i.e. by creating experiences that students want to talk about, share, and revisit—they don’t just attract applicants. They build belonging before day one.

Insights