Author archive for Rachel Boucher
Microsoft’s Garage Platform Promotes Innovation
Bill Gates. Walt Disney. Steve Jobs. They all created world-famous innovations in a garage. So with a nod to its humble backyard beginnings as the jumping off point, Microsoft used The Garage as inspiration for an activation at The Times Center during Advertising Week, Sept. 29-Oct. 3. The theme highlighted what’s inspiring the brand’s own...
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...