Author archive for Rachel Kirkpatrick

April 24, 2014

Heineken House Experience at Coachella

Heineken traded in its signature domes for a hub called Heineken House at this year’s Coachella Valley Music and Arts Festival, where it served as official malt beverage sponsor. Coachella took place over two weekends, April 11-13 and 18-20, at the Empire Polo Club in Indio, CA. For the full story, click here. Photo courtesy:...

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April 24, 2014

Heineken Houses Cold Beer and a Snapchat Strategy at Coachella

For its 13th year as official malt beverage sponsor of the Coachella Valley Music and Arts Festival, Heineken traded in its signature on-site domes for Heineken House, a hub where consumers experienced collaborations across music, food and art. In a “beer brand first,” Heineken leveraged Snapchat, the wildly popular social photo-sharing platform, to tease live...

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April 24, 2014

FX’s ‘The Strain’ Offers Festivalgoers Rejuvenation Pods

To promote its new series “The Strain,” a thriller based on a book trilogy and comic adaptation about a mysterious viral outbreak, FX activated The Strain Transformation Station at the South by Southwest Film, Music and Interactive Festival. The space, located downtown on Congress Avenue, featured 10 “pods” that festivalgoers could reserve for 20-minute power...

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April 23, 2014

Celebrity Cruises Cooks Up a Food Strategy

Often a vacation is just as much about what goes in our mouths as it is about what we see. For those who haven’t “cruised,” the thought of onboard dining might conjure up an all-you-can-eat buffet. In reality, the options aboard these massive vessels are quite extensive. Celebrity Cruises this year has leveraged a food...

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April 9, 2014

Finding Your Brand’s Niche 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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