B-to-C Events

Since the dawn of event marketing, one of the industry’s greatest challenges has been proving the ROI of live experiences. It’s something brands and agencies still struggle with today, but as the technology behind data collection tools advances, measurement strategies are progressing right along with it. Although it has collected basic attendee information for years, […]

General Mills’ Lucky Charms brand partnered with delivery service Shipt for a Saint Patrick’s Day micro-program in Boston that had consumers posting on social media to be selected for a delivery of the cereal by its brand character, Lucky, himself. The daylong program, which began at 12:01 a.m. on the holiday, invited consumers to post […]

From augmented reality-enabled audio journeys to a library of President Donald Trump’s tweets to “Project Runway” music videos, we bring you part two in our coverage of SXSW’s opening weekend, March 8-10. What stood out: how many scooters cruised the streets of Austin, how many puppies there were to cuddle, how brand ambassadors’ passion (or […]

Sponsorships connect brands to consumer passion points, but they can also open doors to help brands make a real difference in the lives of fans. Chevrolet recently wrapped a fifth season of its GoalKeepers campaign, a program built with the Women’s Sports Foundation surrounding the brand’s Manchester United sponsorship in the U.K. The goal of […]

It’s safe to say that the eagerly anticipated premiere of “Game of Thrones'” eighth and final season is a significant cultural moment. So, it’s no surprise that brands have jumped aboard the dragon wagon to capitalize on the hype. From a search for icy-white Mountain Dew cans that reveal Arya Stark’s kill list when chilled […]