Agency: GMR Marketing

The digital age has helped transform the typical event staff from warm bodies to tech-savvy, data-collecting machines. More and more, brand ambassadors are being asked to collect consumer information with a handheld device or to report back via web-based software. They’re also being trained to add subjective feedback to objective data captured, oftentimes reporting it […]

To recruit more male rum drinkers ages 21-24, and connect its brand to the music and entertainment scene, Bacardi this fall launched the Untameable Tour, a program that started in bars and ended at epic music destinations like Lollapalooza and TomorrowWorld—with a heavy pour of digital extensions in between. During three-hour bar takeovers across the […]

Microsoft reached out to GMR for a retail program heralding Windows XP Professional and the hardware that wears the software oh so well. The effort hit 42 markets and 211 retail stories (Best Buy, CompUSA, Fry’s, Nebraska Furniture Mart and J&R’s) nationwide last fall. Three “human kiosks”—field staffers with laptops and demo trays strapped to […]

Target Corp. went all out last fall to announce the grand reopening of its Chicago store when it staged a vertical fashion show featuring models repelling down a catwalk created on the side of the 11-story building. The effort began with an engineering study conducted by GMR and Munich, Germany-based alpine and bungee event expert […]

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. […]