How the Memory of an Ice Cream Bar Launched Macaroni Kid Experiential

This month, we announced Macaroni Experiential: A new practice group dedicated to developing hyper-local experiential marketing driven by authentic local influencers.


As with most things, it starts with a story.

I had graduated law school and had a job offer waiting. But there was one last hurdle: I had to pass the New York State Bar exam. A grueling two-day test that was administered to thousands in the heat of the summer in the basement of the Jacob Javits Convention Center in New York City. After two long days, I got up to leave with 20 minutes to spare. I could have tripled checked my answers to the multiple-choice section, or proofread my essays for the second time, but after three months of studying and two days of testing, I was toast. I grabbed my bag, turned in my exam booklets and walked out of the cavernous conference room.

Waiting for me outside the door was a small team of people holding silver trays on which rested small stacks of the brand new Haggen Dazs ice cream bars. “Would you like one?” a young woman offered.

You bet I did. I had just endured the hardest exam of my life. I deserved a treat.

To this day, 20 years later, I can recall the exact taste of that first bite.

That is the essence of experiential marketing. Connecting with the right people, at the right time, in the right way.

And that memory fueled the creation of Macaroni Kid's expanded experiential division, your perfect partner for scalable, regional influencer-driven experiential marketing activations.