B-to-C Events

The film “The Irishman,” which began streaming on Netflix on Nov. 27, explores organized crime in America following World War II and the disappearance of union boss Jimmy Hoffa. Directed by Martin Scorsese and starring Robert De Niro, Al Pacino and Joe Pesci, the film spans decades, but as part of a buzz-building campaign the […]

Climate change and environmental sustainability are hot-button topics that marketers can’t ignore, particularly when it comes to engaging younger generations. It’s a fact not lost on Hyundai, which on Nov. 22 wrapped its Fill it Forward college marketing campaign, part of its broader Drive the Future: A Hyundai Experience initiative. The program, which promoted water […]

Automakers know that to get consumers to fall in love with a vehicle, they need to get them behind the wheel first. And for a luxury automotive brand like Lincoln, that means avoiding a one-size-fits-all-approach. The brand continues to lean on stylish destinations to supplement the local dealership experience and provide a low-pressure environment for […]

How brands can make magic on the red-hot social platform Step aside, Instagram. There’s a new social media kid in town, and its explosive growth shows no signs of slowing down. Meet TikTok, a social media app centered on short-form mobile videos accompanied by musical overlays and augmented reality-powered visual effects. Originally launched as Musical.ly, […]

A new kind of metric worth adding to your measurement toolkit Measuring the value of live events has traditionally entailed gauging dwell times and throughput, but a proprietary framework developed by Harvard Business School professor Thales Teixeira wants marketers to focus on a different metric: quality of attention. Teixeira, who studies the “economics of attention,” […]