Mae Cornes
Photo credit: Samuel Engelking and Marc-Antoine Halle
Imagine walking into an event where every detail—from the music to the food—immerses you in a brand’s story. This is the power of experiential marketing, and it’s changing how we connect with brands. Experiential marketing is all about creating hands-on brand experiences that get people involved and excited. Experiential marketing creates memorable moments that forge strong connections between brands and consumers, going beyond traditional advertising’s focus on simply conveying a message.This approach has become more popular as companies look for more authentic ways to engage with people.
House of XM, which used to be called Prime, recently changed its name as part of a major rebranding effort. The new name reflects the agency’s goal to better represent its team, work, and values. This rebranding isn’t just about a new name; it’s a strategic move that underpins House of XM’s expansion into key U.S. markets. Coinciding with the rebranding, House of XM’s current partners, Rosalie Laflamme and Samantha Martin, have assumed full ownership of the agency, fueling their ambition to expand into the U.S. market. To help with this growth, one of the agency’s co-owners is moving to New York City, a move designed to strengthen relationships with U.S. clients and build a stronger presence in key markets.
Creative Projects and Strong Execution
House of XM has made a name for itself in experiential marketing by successfully running creative campaigns. The agency has kept up with changing customer expectations and industry trends. One long-term client shared, “Their attention to detail and ability to create immersive experiences have transformed our brand’s relationship with consumers.” One of their recent standout projects is the “Falling M&Ms” installation, a larger than life OOH installation where colorful M&Ms cascade down into an integrated photo opp, creating an experience that delighted both the eyes and senses. This eye-catching display not only grabbed attention but also sparked a lot of buzz on social media, showing the agency’s ability to create memorable experiences.
Another impressive project was the “Molson Coors Chill Tour,” where House of XM activated the brand at multiple ski resorts. These setups captured the essence of relaxing and enjoying oneself after a day of skiing, providing a platform for the brand to interact with consumers in a fun and engaging way. House of XM also worked with McDonald’s to create a pop-up restaurant at the Calgary Stampede, a Wold-Class event, where people could enjoy a delicious McFlurry, take photos with an exclusive piece of art and participate in interactive games. This campaign combined iconic food with consumer interaction, effectively showcasing the McDonald’s brand in an engaging way.
What really sets House of XM apart is its ability to handle the behind-the-scenes work, especially in food and beverage activations. The agency is known for its meticulous attention to detail in operations, ensuring smooth execution of projects, which has earned them a strong reputation among its clients. This strong execution has helped House of XM build lasting relationships with clients, and turn one-off campaigns into multi-million-dollar accounts that activate year-round. These successes highlight the agency’s consistent delivery of value to its clients.
Adapting and Looking Ahead
The COVID-19 pandemic brought challenges to experiential marketing, especially since large in-person events had to be paused. Current owners benefited from this down time to rethink the agency’s brand, positioning, processes and talent, now resulting in shifting from Prime to HXM with a full team of dedicated experts by their side.
Looking forward, the rebrand to House of XM and growth now allows the agency to focus on US expansion. The U.S. market for this type of marketing is expected to grow steadily through 2030, and House of XM is in a good position to expand its client base and reach more areas. With operations already in California and New York, the agency is also planning to grow in Texas, Florida, and other important markets. This expansion is part of a larger plan to meet the increasing demand for personalized and immersive brand experiences.
As House of XM grows, the agency remains committed to being inclusive and leading by example in the industry. As a women-owned business, House of XM works hard to create an inclusive culture while still keeping the close-knit feel of a small agency, even as it expands. Rosalie Laflamme emphasizes that their goal is to create experiences that leave a lasting impression, reflecting their optimism about the future and the opportunities it holds.
The Future of Experiential Marketing: House of XM’s Vision
House of XM’s transformation from Prime showcases the agency’s ability to adapt and excel in the evolving world of experiential marketing. By staying ahead of industry changes and embracing fresh ideas, House of XM consistently delivers brand experiences that resonate with audiences. Their focus on excellence positions them as a leader in creating immersive and compelling campaigns. Moreover, the rebranding enhances House of XM’s reputation as an employer, enabling the agency to attract top talent for both client-facing roles and field marketing positions
As House of XM continues to push the boundaries of experiential marketing, the agency’s future looks promising. For brands looking to build stronger connections with consumers or explore the latest trends in marketing, House of XM is a name to watch.