2009 Ex Award Winners: Best Activation Of An Entertainment Sponsorship - Gold Award
From the June 2009 Issue
+ Featured in Ex Awards
- 2009 Ex Award Winner: Best Multicultural Event Campaign
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Ex Award
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Gold Award
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Silver Award
- 2009 Ex Award Winners: Best Activation Of A Sports Sponsorship
Gold Award
CAMPAIGN: The LU Café
CLIENT: Kraft
AGENCY: Pierce
LU Biscuits most recognized for its Le Petit Ecolier biscuit was looking to drive awareness and trial in key markets for what it calls its “chic little biscuit.” But as a brand found on supermarket shelves it had to find a way to reach an audience that gravitates towards premium products. The brand tied to fashion by playing up its French heritage and creating the LU Café at Mercedes-Benz Fashion Week in February in New York City’s Bryant Park.
In a stylish café setting French-speaking models dressed in custom-made LU outfits passed out biscuits for sampling (64 000 biscuits were served). The brand partnered with designer Erin Fetherstone who received part of her fashion education and training in Paris and commissioned her to create LU inspired sketches of two of its packages including the Le Petit Ecolier which were displayed at the café. Fetherstone did a media-exclusive event at the café to draw in additional press coverage. The LU Café was featured in USA Today and on daily blogs.
+ EM Industry Search
Locate the Industry's Leading Partners
EM's online directories offer direct access to the event industry's most trusted vendors, suppliers, venues and more.
Event Supplier Select Vendor Selection and RFP Tool
The event and trade show
RFP tool.
+ EM RIGHT NOW
+ Event Marketer Gallery
Auto Brands Go Old School for Car Show Activations
Auto Brands Go Old School for Car Show Activations
MINI Cooper Straps a Car to a Rocket to Launch New Vehicle
MINI Cooper Straps a Car to a Rocket to Launch New Vehicle
Challenge Accepted
CiscoLive! proves that technology can streamline some of the industry’s biggest logistical and strategic challenges
Coke's Olympic Pavilion
The massive Coca-Cola experience at the 2010 Winter Olympics begins with a tour of memorabilia and Olympic history, then features an HD movie about the Games.
Winter Olympics: Panasonic in 3D
Inside Panasonic’s 3D Winter Olympics Experience
Data Collection That’s Not a Drag
Mandatory data collection in a live experience can make some brands seem like telemarketers. But do it just right and consumers will flock to your footprint.
+ Webinars
- 5 Secrets to Working Effectively with Procurement
- Event Marketing for the Luxury Set
- Social Media Recipe for Event Planning
- Integration of Experiential: How Disney Parks Grabbed Attention, Drove ROI and Made Their Marketing a Celebration to Remember
+ WhitePapers
Connect with Event Marketer
