Is This Real Life? The Value in Live Branded Events

Last week, Times Square, the heart of New York City, was turned into the three-dimensional world of none other than the block-breaking, coin-jacking, princess-saving Super Mario himself. The iconic video game was brought to life allowing fans to play within Mario's 3D world, jumping on trampolines and sporting moustaches to celebrate the release of Super Mario 3D Land for the Nintendo 3Ds. It seems quite unique, but is it post-advertising?