If the idea is strong, the consumer will make time for it, says Momentum Worldwide’s Fran Elliott.
In the past, tech and experiential roadshows weren’t natural bedfellows. The tech used to bring with it a rather large convoy of flight cases and miles of wiring, adding to the build times and activation costs. Often, the pay-off wasn’t worth the input as the dwell times simply weren’t there; people were either rushing from the train to the office, or shop to food court. They would see, stop, maybe sample, but not necessarily dwell.