Articles

Houston’s NBA Jam Session drew more than 100 000 fans over five days to
the George R. Brown Convention Center just a block away from the
Toyota Center where the world’s best hoops players flashed their
skills on Feb. 18 and 19. More than 300 staff and 1 500 volunteers made
the Jam Session go and there was no mistaking the NBA’s role in
shaping every aspect of the event right down to brands’ presence. The
focal points of nearly every sponsor exhibit were a rubberized court a

About a mile away from the convention center Volkswagen engineered its
own immersion to capitalize on All-Star Game fanfare. The automaker
which is not an NBA sponsor took over a Tex-Mex restaurant and a
parking lot across the street for the multifaceted VWIP Lounge. Here’s
how it worked:



Throughout All-Star weekend the eatery Cabo was open only to
Volkswagen guests. To get in visitors first had to cross the street
for a VW test drive. After stepping inside a semi trailer for a

Two weeks after Visa announced a seven-year sponsorship of FIFA through
2014 the property's incumbent payment card partner MasterCard
International is suing soccer's international governing body. The
complaint filed in the U.S. District Court for the Southern District
of New York seeks an injunction that would prevent FIFA from moving
forward in the agreement with Visa. (View full text of the release here.)

 

Kao Brands' John Frieda hair care line made a mark at Friday's Daytime
Emmy Awards with the Luminous Color Glaze Fan Zone outside the Kodak
Theatre.

 

The branded area was mentioned and shown during the broadcast
pre-ceremony exposure included a music performance there by Rick
Springfield to open the show. In addition Emmy winners visited the
space after they get their awards. Tickets were made available to fans
through the soaps' fan clubs.  

 

JetBlue Airways' latest event marketing initiative a live extension of
the carrier's new "Sincerely JetBlue" ad campaign gives customers a
chance to talk back to the airline about their experiences. The airline
created a booth in which consumers can record a video message about
their flight experiences and is taking the setup to high-traffic
locations like Rockefeller Center in New York City and Union Station in
Washington D.C. The live campaign (which JetBlue vp-marketing Andrea