Best proprietary property (consumer) Archives - Page 2 of 6 - Event Marketer
Chrysler Test Drives a New Loyalty Program
Camp Jeep events have wowed Jeep enthusiasts for a decade. Looking to tap the same kind of magic, sister brand Chrysler staged an owner loyalty event at Six Flags Great America in Gurnee, IL. The program drew an estimated 7,000 Chrysler owners and 10,000 total attendees. Exhibits immersed visitors in all things Chrysler. Four driving...
Budweiser Woos Latino Consumers with Noche De Pasion
Anheuser-Busch wanted to build Budweiser’s relevance and improve its image among adult Latino consumers, so it brought together the segment’s passions for sports, music and nightlife under one roof for Noche De Pasion. Transforming bars in Chicago, Denver, Fresno, Los Angeles and Phoenix into Latin nightclubs, the event featured three-on-three soccer tournaments in cages, while...
Unilever Gets Provocative with Pitch-Dark Parties
Lots of brands talk about using their events to “touch consumers.” It took Unilever’s Axe, a brand whose marketing isn’t exactly known for its subtlety, to use event marketing to get those consumers to touch each other. The Axe Dark Party was clever if not a little subversive, but it was also right on message....
Nintendo Mixes Evanescence Concerts with Gameplay
Nintendo got its game face on last summer with its first proprietary property, a traveling concert series featuring top band Evanescence. The concert may have been the anchor, but US Concepts mixed it up with an on-site experience that mixed tunes, videogames, and lifestyle activities. The 25-market tour rolled into gear with a mobile “Nintendo...