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When agency Jack Morton Worldwide created a real-life version of the home in mobile puzzle game Merge Mansion, the client was eager to carry these ideas into its digital space. According to agency global co-president Craig Millon, using a physical activation to develop a flagship product speaks to the potential for experiential to become more than just a marketing silo.
“Instead of being offline or online, [marketing strategy] should be something that flows between the two,” he said, emphasizing that constant access to technology means consumers don’t methodically separate physical and digital experiences.