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

4 ways to evaluate pop-ups and activations

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.

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This story first appeared in the May 20, 2019, issue of Adweek magazine. Click here to subscribe.