Author archive for Rachel Boucher
College Football: Inside McDonald’s Touchpoint-rich Magic City Classic Sponsorship
Authentic sponsorship programs demonstrate a certain level of commitment. And for McDonald’s, the decade-long title sponsor of the 78-year-old Magic City Classic college football matchup in Birmingham, AL, that commitment extends beyond free food and into students’ lives as well as the local community. The McDonald’s Magic City Classic presented by Coca-Cola, which features a...
Wendy’s Floats a Sampling Barge for Huskies ‘Sailgaters’ in Seattle
To enhance the “sailgating” activities that take place on the water in Union Bay outside the University of Washington’s Husky Stadium in Seattle, Wendy’s in September built a restaurant on a barge that served up hot menu items to football fans on their boats. The event took place during the USC matchup, and was part...
CBS and IZOD Go Live with a Primetime Matchup Event for College Football Fans
Sports fans are hungry for experiences beyond linear TV, and so are advertisers. To engage viewers and give IZOD a boost beyond the traditional media program for football, CBS Experiences created a live fan experience surrounding CBS Sports HQ, the network’s digital sports platform on CBS Interactive. The day-long event, dubbed the CBS Sports HQ...
Five Staffer Types Refreshing the Role of Brand Ambassador
Smart event marketers know that brand ambassadors can make or break an event experience. Whether they are tasked with leading a sampling activation, describing the nuances of a product or service, or there to entertain with an engaging interaction, the brand ambassador role is an evolving and important one. We pulled up five recent events...