Measuring Success for Experiential Marketing Isn’t Easy. How Agencies Are Tracking ROI

4 ways to evaluate pop-ups and activations

HBO and Giant Spoon created an elaborate set at SXSW to promote the final season of "Game of Thrones," which included dozens of actors trained in the storylines. It also hosted a blood drive for fans to donate. Dianna McDougall for Adweek

As consumers crave more real-life experiences, brands are looking for ways to leave lasting impressions beyond a clever spot or a “buy now” button. At SXSW, HBO followed up last year’s Westworld with scenes from Game of Thrones’ Westeros. Meanwhile, tech companies have been opening pop-ups to promote hardware like the Google Home or Facebook Portal. The whiskey brand Bulleit even built a 3D-printed bar for Tribeca Film Festival—along with a 3D-printing robotic bartender.

This story first appeared in the May 20, 2019, issue of Adweek magazine. Click here to subscribe.
@martyswant Marty Swant is a former technology staff writer for Adweek.