Archives: Case Study

When AT&T Wireless first launched its mMode paid wireless content service in late 2001, issues with usability and positioning hampered its acceptance by consumers and the telecom company’s own sales channel. In late 2003, mMode was redesigned with better accessibility, higher quality content, and fresh services such as online dating, news, and videogames in an […]

Pepsi-Cola Co. broke from the typical under-the-cap sweeps for Aquafina last summer when it sent street teams into 83 markets to award a collective 40,000 cash prizes to consumers spotted with its new Aquafina Essentials. “Aquafina Spotter Crews,” assisted by a pair of branded Spotter Blimps, scoured top markets and handed out prizes ranging from […]

To trumpet the introduction of the 2005 Grand Cherokee, Jeep was on a mission to demonstrate the vehicle’s “go anywhere, do anything” capability. At the same time, the automaker wanted a launch event to take place in New York City, to take advantage of the national media outlets and massive pedestrian traffic in Manhattan, and […]

Microsoft hooked up with Jack Morton to introduce business travelers to its Tablet PC—inside airports. With the ambitious goal of physically connecting with 100,000 people, immersions were set up inside airports in seven markets. Kiosks were staffed by teams of three who engaged business travelers in terminals, let them test the Tablet, and answered questions. […]

The Copa Coca-Cola program debuted in Mexico in 1998 as a youth soccer tournament for teens living in 150 small towns. Popularity surged, and the program was expanded to other countries. The U.S. Copa program began in 2000 with a test in Texas. In 2001, the tournament took shape in New York and Chicago before […]