Launches

February 23, 2017

AT&T Leverages a Taylor Swift Partnership to Launch a New Platform

As far as brand-celebrity partnerships go, signing Taylor Swift is pretty much the Holy Grail. In addition to being one of the hottest names in entertainment, the 10-time Grammy winner attracts a wide range of demographics. Swift’s allure hasn’t been lost on AT&T, which not only forged a multi-year deal with the performer in October,...

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January 24, 2017

Multi-user VR Drives the Launch of Jaguar’s New Electric Car

Virtual Reality is the event marketer’s shiny new toy—a cool way to immerse audiences in a brand message. But leveraged as an integral part of a strategic product launch, as Jaguar did when it introduced its electric I-PACE concept car at the LA Auto Show, VR can take the experience to a whole new level....

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January 9, 2017

The Macallan Centers its Influencer Events on Shareability

To promote the launch of its Double Cask 12 Years Old single malt Scotch whisky, The Macallan last fall held events in five cities for 1,000 influencers who in turn served up 12 million social media impressions for the brand. The events took place at the Brooklyn Botanical Garden, the historic Greystone Mansion in Los...

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October 11, 2016

Hansen’s Mural Project Brings Originality to the Streets of L.A.

Hansen’s Soda poured some sizzle into its Art of Originality ad campaign with Hansen’s House, where creative juices flowed as freely as the music, food and the brand’s all-natural beverages. Held on Aug. 12 at Mar Vista Art Department, a gathering space/gallery for Los Angeles’s creative community, the interactive experience offered guests a virtual reality...

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September 27, 2016

Gamers spend ‘One Night in Karazhan’

Blizzard Entertainment’s Hearthstone franchise on Aug. 5 set a new precedent for immersive theatrical experiences with a launch event for the latest iteration of Heroes of Warcraft, its popular digital card game. The Los Angeles-based event brought the new title, One Night in Karazhan, to life through the recreation of popular game sequences. From a...

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