Author archive for Event Marketer
Off Site from the NBA Jam Session: Volkswagen
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...
Field Report: NBA Jam Session
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...
Pilot Programs: Melitta Unwraps Euro Café In Philadelphia Rolls Sampling Effort
If a moveable European-style sidewalk café environment boosts sales in Philadelphia the concept could emerge as a bigger part of the marketing mix for Melitta USA. The coffee marketer the No. 5 premium brand last Saturday launched a six-week Euro Café Tour that will bring free java and pastries bistro tables and chairs and classical...
Pop-Up Shops: Nicorette Stops Short; Store Open For Four Days In NYC
GlaxoSmithKline opened a pop-up shop in New York City for four days in April to promote a new flavor of its Nicorette smoking-cessation chewing gum. The Nicorette Stop Shop now on its way to Atlanta Chicago Houston and Phoenix offers consumers one-on-one counseling sessions with certified smoking cessation counselors; a multimedia learning center (videos...