Author archive for Rachel Boucher
Heineken Sparks Party Upgrades On Social Media
Heineken set out to give holiday hosts in New York City this month the chance to upgrade their parties with #SparkMyParty, a “delivery service” for of-age consumers. The social media-based campaign kicked off on Dec. 4 and invited Heineken fans to tweet to the brand handle @Heineken_US using the #SparkMyParty hashtag. Over the following two days, 12 winners...
Cadillac Mixes Test Drives With Architecture
Cadillac in November wrapped a five-city program that gave luxury vehicle owners the chance to see architecturally renowned buildings and private residences in the newly redesigned 2015 Escalade. “Driven By Design,” hosted in partnership with Architectural Digest, engaged conquest consumer-guests (meaning, non-Cadillac drivers) with test drives. The program took place in Chicago in July, New York...
Consumers Swap Out Light Bulbs On Cree’s Tour
Cree is an emerging brand in a space dominated by very old and very big brands—we’re talking light bulbs. While 80 percent of Cree’s overall business is commercial, this season the brand took a decidedly consumer-facing approach to reach its target with the Great American Bulb Swap Tour. Over three weekends, the brand distributed more...
Uber Partnerships: Seven Programs To Check Out
Ah, Uber. The Silicon Valley-born startup offering a GPS technology, app-driven taxi service has been all over the map this year, and popping up as a key add-on to many event programs and strategies. Take NBC Sports, which in August partnered with Uber on a program to promote the season opener for Barclays Premier League—building...