WOW is exceeding expectation

Simple arithmetic, when you obtain less than what you expect is a BOOOO!, equal is an OK!, and more is a WOW!!!!!.

So the final "grade" is relative to the consumer expectations. WOW brands must know it, and in consequence they must think as the most exigent client. So, if they can exceed that expectation they will always ensure WOW results across all their clients. Simple to state, very difficult to implement.

Surprising your consumers is a safe way to obtain WOW results. Here you can find a couple of good examples:

Mac Donald's free coffee

Coca Cola Vending Machine

Adidas Vertical game