Jessica Heasley

Author archive for Jessica Heasley

January 28, 2010

Porsche Blazes Trail at L.A. Auto Show

To its legions of enthusiastic owners and owner wannabes Porsche is not just another car. The automaker wants its presence at the Los Angeles Auto Show to be viewed in the same light. That’s why for the last nine years Porsche has taken over a separate 20 000-square-foot hall adjacent to the Los Angeles Convention...

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January 28, 2010

Websites Extend the Lifespan of Live Events

Having a web presence as part of a fully integrated event campaign is no longer a nice add-on; it’s now an almost expected part of the mix both for b-to-b and consumer events. But marketers are taking the medium to the next level.

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January 28, 2010

How to Integrate YouTube Into Events

Prepare to ditch the creative briefs and the commercial-quality stuff. It’s time to go YouTube. The video sharing web site that’s getting more press lately than Britney’s breakdown (well almost) is making its mark on events with brands from Jeep to Intel to Shell getting on board and getting some play. Whether they’re creating the...

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January 28, 2010

How to Protect Sponsorships from Fallen Stars

It’s all fun and games until somebody loses the series—or fails a drug test or wrecks that shiny new race car or gets arrested or burns a house down or well you catch our drift. Can your sports sponsorship stand on its own if your team (or its marquee athlete) doesn’t perform? As any experienced...

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January 28, 2010

Graffiti Artists Put Their Mark on Mainstream Brands

It might seem counterintuitive but letting someone else put their mark on your product might be the hook you need to connect with certain consumers. That’s why marketers are signing deals with street-style artists—letting them create distinctive looks for otherwise mass-produced goods. Sneaker companies are leading the movement but the trend clearly has legs outside...

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