Author archive for Dan Hanover

November 8, 2012

10 Years of EM: Brands of the Decade

Ten years ago, a small subsection of corporate marketing departments began to fall in love with a fairly new and extremely unproven discipline called event marketing. From auto and financial-services to beverage, commercial aviation, retail and technology, it started to grow like religion.

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August 8, 2012

BP Fuels An Olympic Connection

With a mirror-encased shell that creates a look more Buck Rogers than eco-friendly fuel company, BP’s Fueling the Future experience focused on the “many practical, progressive steps” the oil company is taking to help the world become more efficient and eco-friendly.

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August 7, 2012

Inside Cisco’s Olympic Rooftop Experience

The Cisco House, a two-level b-to-b experience designed and built on the roof of the Westfield Mall and office park by the Stratford rail station, might just be the best Olympic experience few will ever set eyes on. And that’s the idea.

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August 7, 2012

BMW Floats a Winner

With a location that you almost missed, BMW’s 8,500-sq.-ft. floating brand pavilion scores high on both design innovation and experience. The gigantic, eye-popping branded barge, which floats on the Waterworks River in front of the Olympic Stadium and Aquatics Center, boasts a huge LED strip across its front center section while water from the river...

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August 7, 2012

Coke Moves To The Olympic Beat

Global sponsorship activation is not for everyone, as evidenced by a few of the London 2012 sponsors that tried to make some noise, but, well, just didn’t (are you kidding us, Panasonic?).

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March 25, 2010

Lord of the Rings

The dream started in 1960, when a group of ski-loving Canadian businessmen returned from the Winter Olympics in Squaw Valley, CA, with an idea: Develop a ski destination in British Columbia to host the 1968 Games. They rented planes and did air reconnaissance, then put on their warmest boots and walked the terrain. They eventually...

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February 23, 2010

Bell Canada Motion Detection Kiosks

Bell Canada’s consumer experience, dubbed the Ice Cube, leveraged gesture-based technology across its dozen or so video kiosks. Sensors detected somebody approaching and converted the screen to a Bell Canada logo. Once guests got within a few inches, the screen displayed a demo of how to activate one of three videos by holding your hand...

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February 23, 2010

General Motors Shifts into Drive at Olympics

General Motors Canada is using the Winter Olympics to show off its full fleet, promote the upcoming launch of the eco-friendly Volt and drive leads. The automotive sponsor (associated with the Games since 1976) is using a combination of mass blitz and targeted touches to both blanket Vancouver and drive test-drives. The company, which donated...

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February 23, 2010

Video Tour of the P&G Family Home

Taking over the USOC family program from now-departed sponsor Bank of America, the consumer product giant has turned a conference center on West Hastings Street into a “home away from home” for U.S. athletes and their families, in the process bringing to life nine of its top brands. Open from 11 a.m. to 11 p.m....

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February 23, 2010

EM Goes Inside P&G Home

In what may be the fastest turnaround of an Olympic sponsorship deal ever, Procter & Gamble signed, sealed and then delivered its first-ever P&G Family Home in about 60 days.

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