Experiential Edinburgh.

More evidence that the Edinburgh festival is at the forefront of marketing thinking.

1) Passer-bys are found to be more willing to take a leaflet when they are told that it also features a free Sudoku game. Is this the first experiential flyer?

2) More revolutionary still, we see that Seth Godin's philosophy has been turned on its head in order to host comedy shows.

There's something happening here...