Author archive for Rachel Kirkpatrick

April 9, 2014

Finding a Niche Among Champagnes and Discerning Consumers at Art Basel Miami

Art Basel Miami has grown into the premiere art event in the U.S. since it opened in 2002 as an offshoot of Art Basel, Switzerland. Sure, the galleries are the main attraction for the bevy of international art collectors striking deals and dispensing cash—a lot of cash. But the arrival of Hollywood’s elite, sliding Miami...

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April 8, 2014

Jack Daniel’s Tour Promotes Latin Artists in the U.S.

Jack Daniel’s in March sponsored a seven-city free private concert series called Sala Siete, designed to engage Hispanic consumers in the U.S. in alternative and authentic Latin music. The tour, headlined by Grammy award-winning artists Julieta Venegas and Los Amigos Invisibles kicked off on March 18 in New York City, and traveled to Miami, San...

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April 2, 2014

LEGO KidsFest Delivers Strategies that Win Over Parents and Kids

A few specific thoughts went through my mind as I rose on an escalator to the main level of the Connecticut Convention Center in Hartford, CT, on Dec. 6, en route to KidsFest, LEGO’s ticketed traveling experiential show: Would there be lines? Would it be messy? Would there be a lot of crying? It’s not...

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March 27, 2014

A&E Dispenses ‘Bates Motel’ Brownies

Who’s got the munchies? To promote the second season of “Bates Motel” at South by Southwest, which premiered during the festival, A&E activated a vending machine that dispensed free brownies. The packaging made it look as though the chocolate treats inside actually had pot in them. They did not. But the stunt paid homage to...

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March 27, 2014

E! News Brings Mobile Interview Studio to SXSW

Who needs brick and mortar? E!, the NBCUniversal Cable entertainment channel, came up with a program for South by Southwest in Austin, Texas, that allowed it to have a strong presence at the festival, and also conduct celebrity interviews in a super efficient fashion. The solution was a vintage 1968 Airstream Safari trailer, restored and...

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March 24, 2014

Pots of Gold: Are Brands Missing Out?

Forget sneaking into Starbucks or begging Bodega owners for mercy—if you’re ever in need of a restroom in New York City, a new service is now… at your service. Posh Stow & Go is New York City’s first members-only luxury bathroom and private day storage facility, and its first location is launching in Midtown in...

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March 24, 2014

Inside USG’s Internal Olympics Event

When USG Corporation, manufacturer of building materials for the construction and remodeling industries, began looking for a platform to activate an overhaul of the company brand, it saw parallels between the Olympic Games and the “plan to win” strategic vision it had laid out for the company. So USG secured itself as Olympic sponsor of...

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March 19, 2014

Comedy Central Serves Up Kegs and Eggs

To drive viewership for its original TV shows, Comedy Central on March 14 hosted an afternoon “Kegs and Eggs” party during the music segment of the South by Southwest Film, Music and Interactive Festival in Austin, Texas. Held at 508 Tequila Bar in the heart of the festival action, attendees were free to enjoy a...

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March 13, 2014

It’s Me, Mario and Pennzoil at SXSW

We suspect many a dream came true March 7 to 9 at South by Southwest Interactive, where Pennzoil and Nintendo teamed up on a real-life Mario Kart experience designed to introduce consumers to the iconic video game’s 8th iteration for Wii U and to Pennzoil’s new Platinum Full Synthetic Motor Oils with PurePlus Technology. Pennzoil...

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March 12, 2014

Scenes from Art Basel Miami 2013

Check out highlights from four brand programs at Art Basel Miami 2013, held Dec. 2 to 8: Heineken’s Light Your Night campaign and events; Harper’s BAZAAR’s oceanside pop-up boutique; Absolut’s Night Court venue and Nickelodeon’s live art installation at the Basel Castle festival. More coverage in EM’s February/March issue.

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