Author archive for Kaylee Hultgren
SXSW 2023: White Claw’s Marketing VP Talks Activating for Music Fans at the ‘Shore Club’
A Q&A with marketing and creative exec Kevin Brady on the brand’s Shore Club festival platform and staying on the cutting edge of culture The annual South by Southwest (SXSW) conference and festival tends to attract experiential marketing-focused brands during the “interactive” portion of the 10-day event, when the marketing and tech crowds are in...
HBO’s In-world Immersion for ‘The Last of Us’ Wows Superfans
Generating interest in a series that has a built-in superfan base who is intimately familiar with the content ahead of time may seem like a marketer’s dream, but the intense scrutiny and pervasive demands to maintain “canon” usher in a unique set of challenges. Such was the case with HBO’s new post-apocalyptic series, “The Last...
HBO Marketing’s VP Talks Cultivating Fandom for ‘The Last of Us’
HBO’s new post-apocalyptic series “The Last of Us,” based on a 2013 video game of the same name, raked in 10 million viewers in two days across linear and HBO Max, making it the second biggest premiere on the network in a decade. But the marketing strategy started long before the show’s Jan. 14 debut....
Metaverse Q&A Part Two: On Leveraging Brand IP, Adding Scale and the Value of Co-creation
In our follow-up conversation with State Farm and iHeartMedia, brand executives share the challenges and opportunities of marketing in the metaverse.