Author archive for Kaylee Hultgren

March 18, 2021

Twitch CMO Doug Scott Dishes on Experiential in Gaming for Virtual and Beyond

Twitch’s daily users nearly doubled in 2020, from 17 million to 30 million, thanks to pandemic lockdowns and the digital nature of online gaming. Experiential marketers, in turn, have jumped at the opportunity. Lexus asked the Twitch community to design a tricked-out version of its new IS model. Honda launched its new Civic exclusively on...

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March 10, 2021

Tazo Tea Embraces Climate Justice With a Tree-Planting Cause Marketing Initiative

Trees can transform neighborhoods by absorbing air pollutants, adding greenery, enhancing air and water quality and lowering energy costs, among other things. But not all neighborhoods enjoy these benefits equally. Tazo Tea is looking to change that with a new climate justice cause-marketing campaign targeting economically disadvantaged neighborhoods and communities of color. The brand’s new...

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February 24, 2021

OMEN by HP Livestreams a Video ‘Game Show’ to Casual and Competitive Gamers

Courting competitive gamers had been its specialty for years. But with an eye on additional accessible markets, OMEN by HP in 2019 decided to expand its marketing focus to include casual gamers, too. The experiential strategy includes integrating aspects of mainstream culture, including fashion and art, into livestreams that highlight passion points for this audience...

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February 24, 2021

Five Activation Insights From OGX’s COVID-Safe Drive-Thru Car Wash

At the start in 2021, shampoo brand OGX introduced three new haircare collections for women seeking salon-style treatments at home. To launch the product in a COVID-safe environment, the brand turned to a drive-thru, specifically a drive-thru car wash, an experiential format that is gaining traction for its contactless nature and existing architecture. For its...

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