Forward-thinking marketers are quickly ramping up their experience marketing budgets, giving consumers and attendees control over their experience of brands. This week, at the 2014 North American International Auto Show, the singular “wow” moments found in traditional reveals of new automobile models or concept cars were traded in for interactive engagements that turn enthusiasm into action.

Now, the blend of tactile new car experiences, coupled with user-centric interaction via multiple touch points, enables attendees to have their own individual journeys. Interested individuals can discover facets about the cars at their own pace and on their own terms, providing marketers with powerful data. All of this leads to a much more intimate customer/brand relationship, actionable analytics and better ROI.