Brands Are Doing More Experiential Marketing. Here’s How They’re Measuring Whether It’s Working

M&M's, Jaguar and Mastercard seek direct connections with consumers

M&M’s unveiled its new caramel flavor by transforming Times Square into an arcade via augmented reality.

As brands see more and more people use ad blockers, tune out TV spots or cut the cord altogether, it’s easy to see why Jaguar, Absolut, Mastercard and more are turning to experiential marketing, which they say has the potential to create direct connections and more meaningful relationships with consumers.

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This story first appeared in the Oct. 2, 2017, issue of Adweek magazine. Click here to subscribe.
@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
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