Event Marketer

Event Marketer magazine was founded in 2002 to serve the information needs of strategic brand-side event marketers and agency executives across the spectrum of face-to-face marketing.
  • Articles

    Mobile Marketing: Dick’s Sporting Goods Launches First Tour

    Dick's Sporting Goods has launched a 20-market mobile tour that features 10 tented activity areas focusing on outdoor sports.

    The Dick's Outdoor Adventure Tour—the company's first-ever mobile effort—features an 80-foot-by-120-foot setup with activities ranging from a lure demonstration tank to a paddling pool where consumers can test out kayaks. In addition to the tents the 53-foot trailer converts into an air-soft shooting gallery.

  • Articles

    Strategy: Equal Campaigns For Flavor With Double-decker Bus

    Merisant's first-ever mobile tour for Equal is aimed at decommoditizing the sweetener brand. "We want to make Equal more of a visible choice than an invisible brand " John Callahan senior brand manager for Equal told Buzz. "People try Equal all the time—they know it's the stuff in the blue packets—but what we want to do is make sure they're choosing it and not just doing it because it's out of a habit."

    The centerpiece of the Campaign for Flavor tour which launched in February at the Coconut Grove Arts Festival in Miami is a brand-wrapped double-decker bus.

  • Articles

    Live Translations: Sears Brings Spring To The Streets

    Sears Roebuck and Co. brought its spring-themed TV spots to life in New York City last Tuesday. One hundred women dressed in identical apparel featured in the commercials walked together through Manhattan distributing style guides coupons and Gerber daisies.

    The models walked from Bryant Park to Grand Central Terminal and then to Times Square.

  • Articles

    Guerrilla Marketing: FreshDirect Rolls To Moms

    A new guerrilla campaign is helping online gourmet grocer FreshDirect play up its consumers' on-the-go lifestyles as the grocer enters new markets in New Jersey and Long Island; the company is also hitting Manhattan in an effort to keep the brand's buzz going there.

    A team of eight rollerbladers wearing bright orange branded sweatshirts and old-school skater helmets are storming parks playgrounds and even yoga classes four days each week in search of moms and families.

  • Articles

    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 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