Reimagining Science Communication through Experiential Marketing: Immersion, Emotion, and Co Creation

Science communication today faces a profound paradox: while scientific knowledge is expanding in complexity and relevance, public engagement often remains superficial, fragmented, or absent. This short paper proposes a conceptual reflection on how experiential marketing can inform a renewed approach to science communication—one that prioritizes immersion, emotional resonance, and co-created meaning. Borrowing tools and principles from experiential marketing—originally developed in consumer and cultural branding—we argue that science communication can be reimagined as an emotionally credible and sensorially rich encounter. Through immersive environments, affective design, and identity based storytelling, public engagement with science can move beyond information transmission and become a participatory, memorable experience. This vision opens up new possibilities for museums, installations, and festivals, offering an alternative to the linear, deficit-driven communication models still prevalent in institutional contexts.