Interactive or experiential ideas can take many forms. The critical feature is it offers the audience something useful, meaningful or valuable. Sometimes it's an app. Sometimes it's something else.
In this case, the Consumer Electronics Show (perhaps you've heard of CES in Las Vegas) was going to be the forum where Energizer introduced its new re-chargeable batteries. I was presented with the trade show guide - an enormous book- and asked if we could put a bookmark in it to highlight the booth?
It's the first time anyone asked that question. The result was an awesome show, introduction and the birth of a new media vehicle.