As consumers crave more real-life experiences, brands are looking for ways to leave lasting impressions beyond a clever spot or a "buy now" button. At SXSW, HBO followed up last year's Westworld with scenes from Game of Thrones' Westeros. Meanwhile, tech companies have been opening pop-ups to promote hardware like the Google Home or Facebook...
![[ ]](https://www.adweek.com/wp-content/uploads/2019/05/Optimizely_Logo_150x50.png){kind=logo}
