Activation: Maxell Leverages Its First X Games - Event Marketer

Activation: Maxell Leverages Its First X Games

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Activation: Maxell Leverages Its First X Games

Maxell has made its first-year sponsorship of the X Games held last weekend in Los Angeles part of a multimedia campaign to reintroduce the brand’s iconic “blow away guy.”

One key goal was generating “brand awareness with a group of young people who were not even alive when the image was first conceived ” Cheryl Severini senior marketing manager at Maxell told Buzz. “The X Games is a perfect fit for the effort. The demographic is young and tech savvy.”

On site most of the blow away presence was in the form of signage and banners plus videos of the related TV spot. Live activation centered around the John Lennon Educational Tour Bus a mobile recording and multimedia studio that gives attendees the opportunity to play with the real musical instruments and equipment. The bus also featured an outdoor stage that hosted djs and a series of break dancing contests. (The bus is a nonprofit initiative related to an annual Lennon-related songwriting competition.)


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