Magic is when a brand embraces experiences where their customers can see, hear or taste them. 

When you add something for people to see, hear, taste and do at the forefront of your messaging, you are creating a positive memory that is much more powerful than an ad alone. It becomes a moment in time that participants will enthusiastically remember and talk about. And, it’s a heart-felt connection to your brand that will make consumers more receptive to your messaging every time they see your ads in the future

http://adage.com/article/guest-columnists/experiential-heart-branding/305726/?utm_campaign=SocialFlow&utm_source=Facebook&utm_medium=Social

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