B-to-C Events
HBO Marketing’s VP Talks Cultivating Fandom for ‘The Last of Us’
HBO’s new post-apocalyptic series “The Last of Us,” based on a 2013 video game of the same name, raked in 10 million viewers in two days across linear and HBO Max, making it the second biggest premiere on the network in a decade. But the marketing strategy started long before the show’s Jan. 14 debut....
Five Brands Activating Tech-powered Engagements, from an AI ‘Oracle’ to Holographic Projections
More often than not, technology and experiential marketing are partners in crime, working hand-in-hand to personalize engagement, alleviate pain points, deliver moments of surprise and delight and create a more seamless attendee experience overall. New tools and implementation tactics seem to pop up every other day, and while not all of them are viable options,...
Five Ways Prime Video’s ‘Rings of Power’ Global Tour Helped Drive Record-breaking Viewership
Red-carpet premiere events are a dime a dozen. So when Prime Video set out to produce a buzz-generating campaign that matched the scale and scope of its original series “The Lord of the Rings: The Rings of Power,” reimagining the standard premiere in a way that captured the show’s grandeur was critical. And after a...
Physical Recreations, Digital Engagements Power USAA’s Army-Navy Game Activation
As the presenting sponsor of the Army-Navy football game since 2009, USAA never approaches each year’s game-day experiential activation the same way. But the 2022 matchup on Dec. 10, at Lincoln Financial Field in South Philadelphia, provided USAA with a unique opportunity to dial up its sponsorship experience in conjunction with its 100th anniversary campaign....