Archives: Case Study

Grammy Award-winning artist Ne-Yo is more than a spokesperson for Malibu Red, a relatively new offering in the Malibu line. He’s the creative director who has been hands-on in developing the drink. So, to further leverage this relationship, the brand created a six-city concert program called “A Night with Ne-Yo.” The artist helped promote each […]

Life is Good and its message of optimism has earned a large and loyal fan base. But the clothing retailer was starting to lose touch with younger audiences, so to reinvigorate its brand and connect with its next wave of fans, it turned to a fully ownable event that matched its values. And what better […]

Call of Duty, the largest gaming franchise in the world, nailed it through this proprietary Championship event, creating an ownable, global platform that had all the fixings of a major sports property—from live coverage to post-game analysis—that also leveraged two key partnerships. eSports (competitive video gaming) is something to watch out for, because it may […]

In an effort to make personal connections with Hispanics in the Miami market, Nesquik dropped into Hispanic neighborhoods with a multiplatform approach that included in-store events with retailer Navarro, a partnership with the Boys and Girls Clubs and the Miami Heat, and endorsements with Heat players, Mario Chalmers and Alonzo Mourning. The program began in […]

Moët Hennessy’s “What’s Your Wild Rabbit” campaign launched in 2012, but for the first time, in 2013 sought out a deeper connection with African-American and Hispanic millennial guys. The strategy: exclusive experiences for these consumers who are known for being early adopters. Part of this evolution of the program also included a refocus towards social […]