By now, millions of television viewers are familiar with late-night talk show host Jimmy Kimmel’s Youtube challenges. Kimmel has become famous for viral video challenges such as “I told my kid I ate their Halloween candy,” “I gave my kid the worst Christmas present ever,” and “I unplugged the TV during the Super Bowl.” When reading Chapter 4 of Measure What Matters, I found out that a vital part to determining what your marketplace is thinking is measuring engagement. In this chapter, engagement is defined as “the first step to building a relationship between your customers and your brand.” By asking his viewers to film themselves playing pranks on friends and family, Kimmel is asking his fans to take action beyond just watching the…