Author archive for Kait Shea
Year in Review: How the COVID-19 Pandemic Shaped Event Marketing in 2020
The date is Jan. 29, 2020. Details about a yet-to-be named novel coronavirus and its potential impact on the world have started trickling in and we publish our very first story on what would become a catastrophic global pandemic. Industry doctors tell us not to panic. The CDC insists there is no immediate threat to...
How Four Brands Transformed Trade Show Environments into Virtual Experiences
Strategies from virtual reality demos to 360-degree immersions When COVID-19 first started wreaking havoc on the event industry, trade shows were among the biggest casualties. Exhibitors across the globe found themselves stranded with all kinds of content and engagements, and nowhere to utilize them, and no solution to collect leads. But many teams quickly pivoted,...
How The Home Depot and ESPN are Delivering Pop-up Tailgating Experiences to Consumers’ Backyards
The Home Depot and ESPN have a message for the world: COVID-19 doesn’t mean traditions are canceled; they just need to be reimagined. The brands have exemplified that mantra by redesigning the fan experiences they’ve built for consumers over the years around ESPN’s “College GameDay” broadcast. Rather than choosing one fan each week to receive...
Lexus Adds a Dash of Culinary to the Traditional Drive-in with Gourmet Chefs
Drive-ins have become a staple of the 2020 experiential marketing playbook, but Lexus kicked the traditional approach up a notch with a three-night gourmet drive-in movie experience at L.A. LIVE’s Event Deck in downtown Los Angeles. The Lexus Culinary Cinema, held Nov. 13-15, brought consumers together for a three-course meal, custom mocktails, a complimentary gift...