People react to experiential marketing activity in different ways. Some are participants, some are spectators. Brands often measure ROI on participants and rightly so, but what about the people that pass by without interacting? Research suggests that these people make up to 70% of the potential audience that are exposed to experiential activities! What effect does experiential activity have on these spectators and what impact does this have on that all-important ROI? People react to experiential marketing activity in different ways. Some are participants, some are spectators. Brands often measure ROI on participants and rightly so, but what about the people that pass by without interacting? Research suggests that these people make up to 70% of the potential audience that are exposed to experiential activities! What effect does experiential activity have on these spectators and what impact does this have on that all-important ROI? 
Last week Starbucks revealed they would be increasing their ad-spend with a new ‘emotional’ campaign, to become “more proactive in telling our story”. 
Coca-cola have been at it again. Their latest “Where will happiness strike next?” experiential campaigns have been shared all over the internet and have cause quite a stir! 
This street installation by Chevrolet certainly brought a smile to our faces today. 
Europe has been throwing up some great examples of experiential marketing and this is no exception.
More and more brands are realising the importance of consumer engagement and are taking positive steps to address it. Both experiential marketing techniques and the boom in social media provide valuable mechanisms for brands to exploit in engaging their consumers making them akin to a married couple where the whole is greater than the sum of its parts. 
A fascinating quote appeared in 
Another example of great experiential marketing! This little beauty comes from the Netherlands where Grolsch set up their “Cool Hotline”. Championing the cause of the cold beer, they created this unique service to ensure that people could enjoy their beers cold whenever they wanted. 
Hotcow are on the search for interns!