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B-to-C EventsFans Put Under Armour’s ColdGear Apparel to the Test at the World’s First ‘Ice Gym’
Even the toughest fitness buffs struggle to stay active in extreme temperatures, so to tout the benefits of its UA ColdGear apparel, Under Armour did something extreme, too. Enter: the world’s first Ice Gym, an immersive fitness environment where consumers could test the technology behind UA ColdGear through curated cold-weather workouts activated inside an “igloo.” […]
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B-to-C EventsCanon’s ‘Portals’ Pop-up Teaches Consumers How to Snap Better Social Media Pics
In this day and age, anyone with a smartphone is deemed a photographer, but to illustrate the creative opportunities its cameras offer, Canon is delivering a hands-on photography experience to help consumers take their shooting skills to the next level. The pop-up, dubbed Canon Portals, takes attendees through six vignettes, or “portals,” designed to educate […]
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B-to-C EventsInstagrammable Moments, a Pop-up Corn Maze and LGBTQ: Inside Smirnoff’s Launch Event
Smirnoff is all about fun and inclusivity, so when it came time to reveal some serious news—that its vodka is now made with non-GMO corn—the brand delivered the message with a lighthearted event fitting of its character. The announcement was made in October, prompting Smirnoff to deliver a seasonal experience that directly tied back to […]
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B-to-C EventsBacardi’s Festival Sponsorship Features Cocktail Education, Cause Marketing and Caribbean Vibes
Bacardi brought its “Live Passionately” mantra to the Life is Beautiful Music & Art Festival for a second year with a medley of experiences that paid homage to the brand’s Caribbean heritage and underscored its ties to music. Returning to downtown Las Vegas Sept. 21-23, the brand delivered cocktail education, purpose-driven art and some good […]
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B-to-C EventsSports Sponsorship Roundup: 10 Slam-Dunk Strategies
Sports fans comprise one of the most passionate and powerful demographics in the world. It’s no wonder, then, that top brands consistently bring their A-game to their sports sponsorship activations. From non-endemic companies, like Barilla, to more predictable ones, like Budweiser, sponsors are finding clever ways to bring fans closer to the game, the athletes—and […]