"There was a sheep. In Scotland, I think. And this sheep escaped from the ranch. And you know they shear sheep for their wool. Well, this thing stayed gone for seven years. Finally they found it, in a cave. And there was nobody to shear the sheep and when they found it, its wool was gigantic. It was, like, a walking afro. And it wound up back on the ranch, just another sheep, but for the rest of its life it knew that for a while, it was free. It had that and nobody could take it away. Do you understand?"
-Excerpt from the graphic novel "John Dies At the End"
Raise your hand if you know where this is going. Good job class, the point is that an experience can never be taken away because it lives in your memory forever. For example, when I went to Disneyworld as a kid I talked to the Mickey Mouse. I don’t remember what we talked about, but I absolutely remember the experience of meeting him.
If you get your brand linked to a cool experience, it will live on forever. It’s why Super Bowl ads that are watched, laughed at, and discussed by a group of friends at a party are so memorable, but the same ads when shown on Monday Night Football just don’t stick the same way. Lesson learned: Be a part of the event. Build a memory.