Where there are people, there will be brands – and the Big Game is no exception. But is this level of sponsorship the smartest, most viable means of leading consumers to YOUR brand? We're not so sure. Here's why.

During summer 2014, Switch jumped at the opportunity to collaborate with Uber and Target on a time-sensitive, high-impact activation around Lollapalooza – but as with any activation, it came with challenges.

The advantage of experiential marketing is that you can engage multiple senses simultaneously, creating an emotional interaction that has the power to win consumer loyalty on a human level.

In a sea of hopeful, boisterous vendors, how can your brand reel in prospective customers? Before you step into that furry mascot costume or plug in that PA system, read these pointers from one of our project managers.