Author archive for Rachel Boucher
Gamified: Inside the Air Force Performance Lab
To attract tech-minded millennial youth and young adults, the Air Force Recruiting Service has launched its latest experiential asset—the Air Force Performance Lab, which it is calling its most personalized mobile tour yet. Designed to highlight career opportunities, the Lab has activated eight times since its launch on May 18. And after visiting air shows,...
KLM Royal Dutch Airlines Immerses New Yorkers in The Netherlands
To promote itself as the best option to fly from New York to Amsterdam (and beyond), KLM Royal Dutch Airlines hosted a three-day pop-up at Openhouse Gallery in the SoHo neighborhood of Manhattan. From June 25-27 the airliner set out to put its personal and cultural stamp on the air travel experience, targeting consumers and...
Why Bonnaroo’s Signage Appeals to Millennials
Millennials are notoriously sensitive to overt marketing ploys and that includes over-commercialized messaging. At this year’s Bonnaroo Music & Arts Festival in June, a four-day event with 80,000-plus millennials in attendance, sponsoring brands demonstrated just how well they understood that fact. The 14-year-old festival’s producer Superfly, New York City, steers brands away from heavy branding,...
How History Keeps Comic-Con Activations Fresh
“Vikings” is one of History’s most successful TV shows, which is why for the past few years the brand has brought the series to life through immersive San Diego Comic-Con activations. This year’s convention marked the third year History has activated a “Vikings” program. So, how does the brand make sure what it’s offering is...