Rachel Boucher

Intel wants consumers to know that it’s more than just a chipmaker. So to demonstrate its breadth of innovations to the public, in May it launched a six-month global tour to give consumers the opportunity to experience and interact its technology through Intel-based devices. The tour kicked off in New York City and hit Chicago, Tokyo, Beijing and London in June and July. It will make stops in Sao Paulo and Moscow before wrapping up in Sydney in October.

Celebrity Cruises for the first time steered its way into experiential marketing on June 10 and 11, giving consumers a taste of the luxury brand’s iconic, top-deck Lawn Club on its five Solstice-class ships in Grand Central Terminal’s Vanderbilt Hall.

Celebrity Cruises for the first time steered its way into experiential marketing on June 10 and 11, giving consumers a taste of the luxury brand’s iconic, top-deck Lawn Club on its five Solstice-class ships in Grand Central Terminal’s Vanderbilt Hall. The event supported a two-day promotional sale as part of a larger national campaign to increase brand awareness in premium markets, like New York City.

SVEDKA Vodka on June 22 reached the eccentric and exuberant masses in Brooklyn, NY, by activating a sampling “cube experience” along the route of the Mermaid Parade at Coney Island. The stop was part of a 20-city summer tour to promote new flavors Orange Cream Pop and Strawberry Colada. Located on-site at Peggy O’Neill’s Bar and Grill on Surf Avenue, the 16-foot by 16-foot space featured glass walls and oversized floating SVEDKA-branded white balloons that sailed above the crowds.

Malibu Rum may conjure the typical Caribbean image of palm trees and tiki huts. But for the launch of new low-calorie Malibu Island Spiced Rum, the brand sought to create an image befitting of a hip beach scene like Miami or the Hamptons, to reach a more stylish young female consumer. The brand invited 410 influencers from the blog and fashion world, including brand spokesperson Lauren Conrad, a fashion designer of reality TV fame, to the chic Dream Downtown Hotel on May 7 for an evening sampling party in the rooftop bar.