Kraft Foods is trying to recreate the warm feelings of goodness that people get when they eat stuffing by blowing hot air at people waiting for the bus in Chicago. This seems like a good idea to increase transit use during a cold Chicago winter by making the waiting time, which is perceived by riders as lasting much longer than it actually is, less daunting. Though if the air smells of stuffing they should probably let people eat on the bus.
As for the experiential marketing, they should probably hire a new advertising company. Bus stop ads are not directed at people waiting for the bus. They are designed to attract passing traffic, who will be nice and toasty in their cars with or without the hot air.