Experiential is increasingly playing a leading role in integrated marketing campaigns and in many cases providing the central creative content which more traditional advertising channels use to amplify. At iD we firmly believe that experiential engagement events can play a central role in the brand strategies of all most every type of brand. Today’s media savvy consumers are switching off to traditional advertising but experiential brand engagement events offer real cut through. And when amplified using other media, particularly social channels like Facebook and Twitter, the content of experiential events becomes shareable and drives peer to peer recommendation - the most effective form of marketing.