Author archive for Rachel Boucher
Toyota Beacons Offer Insights Into Visitor Behavior
For years marketers have relied on video, surveys and anecdotal data to gauge in-booth engagement on the show floor. At the New York International Auto Show April 1-12, Toyota leveraged beacons—small, silent trackers that captured attendance, dwell time, inbound and outbound traffic flows and engagement at specific zones. While beacons are expert at helping to...
Five Ways The ‘Unsexy’ Brands Are Going Bold
It’s not easy convincing consumers that washing clothes, masking odors and using disposable underwear can be engaging experiences. But thanks to strategies leveraging irony and humor, the five senses and put-it-to-the-test demos, there are a few brands relishing in the benefits of getting their products into the hands of consumers outside the stark supermarket aisle...
Weighing In: The Pepsi and NBA Sponsorship Deal
Pepsi on April 13 announced it was taking over sponsorship rights of the NBA, leveraging its Mountain Dew, Aquafina, Brisk, Doritos and Ruffles brands to engage NBA fans, and terminating the 28-year-old deal previously held by Coca-Cola. Under the terms of the sponsorship, Mountain Dew will serve as the lead brand of the partnership in...
Kenmore Helps Clean Up At Dirty Girl Mud Run
The Dirty Girl Mud Run is just that—dirty. So, for a second year in a row, Kenmore is, quite appropriately, stepping in to help runners clean up with an interactive laundry center at 15 regional race sites. Kenmore is the official household appliance sponsor of the series, an original women-only national 5K muddy, obstacle race...