GMR Marketing Archives - Page 3 of 6 - Event Marketer

GMR Marketing Archives - Page 3 of 6 - Event Marketer

November 23, 2015

Unilever Gets Provocative with Pitch-Dark Parties

Lots of brands talk about using their events to “touch consumers.” It took Unilever’s Axe, a brand whose marketing isn’t exactly known for its subtlety, to use event marketing to get those consumers to touch each other. The Axe Dark Party was clever if not a little subversive, but it was also right on message....

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November 20, 2015

Inside ING’s First New York City Marathon Sponsorship

Other sponsors have attempted the New York City Marathon over the years, but none have come close to activating the largest one-day sporting event on Earth—attended by 2.5 million people and broadcast to 275 million viewers in 116 territories—like ING did last fall. The financial-services company, together with GMR Marketing, activated its first ING New York...

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November 19, 2015

New Balance Passports Sweep Consumers off Their Feet

Proving events can indeed push volume—“It taught us an amazing amount,” says NB head of marketing and promotions Karin Piscitelli—New Balance used its sponsorship of the LaSalle Bank Chicago Marathon to ring cash registers at retail. Customers who spent $100 on New Balance product at any of 25 participating retailers received a New Balance Marathon...

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November 19, 2015

Alltel Hits Campgrounds to Reach NASCAR Fans

Alltel wanted to turn NASCAR fans into new customers, so the brand deployed its four-in-one Fan Bash tour at seven Nextel Cup races in 2004. The tour hit premium campgrounds near NASCAR racetracks for three days each between February and November. At the brand’s 200-foot-by-200-foot site, fans filled out a lead-gen card to get into...

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November 5, 2015

Wrigley’s SnoCore Tour Freshens Teen-Friendly Image

Reinforcing its teen-friendly image among marketing-savvy consumers is the main goal for Wrigley’s Winterfresh breath-freshening gum, and the SnoCore Tour has been delivering. The property, an annual traveling winter lifestyle-and-music event, hit 39 markets across North America in 2005. Music acts including Chevelle, Helmet, and Crossfade rocked the event’s performance stage, while brand reps dished...

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