Author archive for Sandra O’Loughlin
How Activision Deployed ‘Dramatic Agency’ to Engage Fans
Activision’s Call of Duty: Advanced Warfare experience at E3 last year engaged fans as never before. How? Through “dramatic agency,” a term discussed by Rob Troy, chief creative officer, and David Wilson, executive producer, at Ant Farm, in their session on The Art and Science of Event Media at EM’s EventTech, which took place Nov....
Three Tips on Building your Brand Story
The best brands with the best campaigns succeed by communicating brand stories that are on-point, on-brand and rise above the clutter of the crowded marketplace. That was the message of branding and advertising expert Allen Adamson, who delivered the opening keynote at EventTech 2015, which took place in Las Vegas Nov. 2-4. Adamson is the...
Mindful Activations: Why Brands are Serving Up Down Time to Connect with Consumers
Ah… Mindfulness. That peaceful state of being in the present, tapped into life’s quiet realms, free from worry about tomorrow or what to serve for dinner tonight. While mindfulness has traditionally been the purview of Buddhist monks and yoga practitioners, it has more and more entered the American mainstream. Event marketers have taken notice and...
Rachael Ray Every Day Celebrates its Anniversary with a Food Truck
Rachael Ray Every Day magazine on Oct. 14 celebrated its 10th anniversary in New York City with a customized food truck that served up the staff’s favorite burgers and handed out giveaways. Later that night, the publication held a VIP party for media, press, bloggers and clients. The magazine rewrapped an existing food truck, Frites...