Archive for 2015
Inside Wellness Activations at Amgen Tour of California
As title sponsor of the 2015 Amgen Tour of California for a 10th year, Amgen, a biopharmaceutical company, deployed wellness activations at stops along the cycling route in the fan experience called the Lifestyle Festival. The race (owned by AEG) kicked off May 8 in Sacramento, traveling along California’s most recognizable roadways, highways and coastline...
Scenes From The Amgen Tour of California
The Amgen Tour of California is the largest cycling event in North America. Owned by AEG, it attracts pro-cyclists, including world champions, and is widely considered a precursor or practice event to the Tour de France in July. Engagement opportunities abound inside this eight-market weeklong event, both along the route and at a festival that moves to...
Guerrilla Stunt: Fruit of the Loom Unleashes Models
Fruit of the Loom last month promoted its no ride-up boxer briefs by creating a fictitious brand of plastic pants that showcased the benefits of its undergarments. The spoof campaign, which was designed to poke fun at underwear brands that use sex appeal to sell their products, began with a TV spot demonstrating how Fruit...
EM All Access: Inside Microsoft’s Newest Event
In this exclusive super-episode of EM All Access, our editorial team takes you with us as we go on-site at Microsoft Ignite, the newest event from one of the world’s largest event marketing teams. In a bold move, Microsoft took six existing events (SharePoint, TechEd, Project, Lync, Exchange, MMS) and combined them into the brand-new...