Sandra O’Loughlin

Sennheiser, the high-end German audio brand perhaps best known for its microphones and professional equipment, on Sept. 12 launched a 10-day campaign in New York City to drive awareness among millennials for its new Urbanite headphones. And what better way to do that than with a program that incorporates video sharing, a cool pop-up space […]

In a bid to attract new consumers and bring to life its History Begins Here ad campaign, 85-year-old fashion brand Cole Haan on Sept. 6 and 7 held a workshop designed to inspire and encourage people to begin their own personal histories. More than 2,000 people showed up for the two-day workshop, which took place at Wallplay, […]

U.S. Cellular’s latest mobile tour is about more than creating awareness and educating consumers. The tour, which launched in May and runs through October, is providing the brand an opportunity to build relationships by connecting consumers with staff from local stores in a no-pressure environment. Two semi-tractor trailer trucks and a scaled-down 10-foot by 20-foot […]

Clorox on Saturday, Sept. 6, filled a tent outside of New York City’s Lincoln Center, the site of Mercedes-Benz Fashion Week, with branded videos, an interactive photo booth and comely male models clad in briefs. The idea was to educate consumers on its newest product—Clorox Smart Seek Bleach, which can be used to launder white […]

As event marketers slice and dice their target audiences into ever smaller and more meaningful groups, their activation strategies get smaller and more meaningful, too. As a result, community-level event programs are gaining momentum as both standalone programs and spinoffs of larger efforts, but with a homegrown twist. Benjamin Moore painted the town red (literally, […]