Jessica Heasley

Jessica is a Brooklyn, NY-based business writer, currently serving as an editor-at-large for Event Marketer focused on event measurement practices and special projects. She has more than 25 years of experience working in marketing and events, as well as producing and writing about them, too.
  • B-to-C Events

    Mountain Dew Grabs Grand EX

    It’s been five years since Time magazine named “You” its person of the year. And since then, the spirit of consumer empowerment has shown no signs of slowing down. While many marketers have preached the benefits of “turning the brand over to consumers,” one brand has been rather busy turning its entire marketing mix over to them. For Mountain Dew, consumers aren’t just a target audience—they’re the brand’s chief marketing officers.

  • B-to-C Events

    Brand Sponsors Stick to the Sports

    Several sponsoring brands skipped the custom activations and lent their names to a series of full-scale baseball challenges set up throughout the fan experience:

  • B-to-B Events

    The Hybrid Effect

    Cisco’s flagship annual customer conference has been a pillar of its portfolio for 20 years, but nothing rocked its foundation like the economic recession of 2009. Founded in 1984, the San Jose, CA-based maker of networking hardware and software had weathered the dot-com boom and bust with relative ease, but for the first time in its history, faced unprecedented concerns about attendee turnout—and attendee revenue—at its largest event, Cisco Live!

  • B-to-C Events

    Fresh Takes On Event Signage With Immersive Graphics

    Many brands are exploring the third dimension through technologies like holograms, Augmented Reality and 3D video interactives. But there’s another “3D” strategy that can turn up the volume on your corporate brand at trade shows and events without the high-tech investment. Event graphics, those vinyl signs and suspended logos once relegated to the 2D world, are getting an upgrade as marketers find more creative, immersive and multi-dimensional ways to mix their corporate i.d.s with live activations on the ground.

  • B-to-C Events

    Panasonic in 3D

    There’s nothing like a long line to pique the public’s interest. And that’s exactly what Panasonic has done with its sponsor pavilion at the 2010 Winter Olympics—twice! Outside the brand’s two-story, glass-front structure, fans wait in line to get their tickets and assigned showtimes for a seat in one of two 3D theater experiences hidden at the back of the pavilion. Inside the spacious lobby, fans line up again behind velvet ropes to wait their turn for a seat at the show.