B-to-C Events
Netflix Recruits 200 Cafés for a ‘Gilmore Girls’ Pop-up Program
To generate viewership for its revival of the cult classic “Gilmore Girls,” Netflix on Oct. 5 transformed more than 200 local coffee shops across the country into Luke’s Diner, the fictional “hangout” in the series. Netflix and agency Allied Experiential recruited shops based on location and neighborhood in order to reach super fans and the...
Seven Ways to Pilot an Airport Activation
Between hauling heavy luggage and enduring security wait lines, airports aren’t exactly known for generating positive experiences. But some brands are beginning to change that. Whether they’re capitalizing on the downtime between travelers entering the terminal and boarding the plane, or activating in-flight, they’re making the most of the flying experience. From the airlines themselves...
How They Did It: Inside Team USA’s Road to Rio Tour
The Summer Games may be over, but for more than half a million consumers across the country, their brush with Olympic glory lives on thanks to an epic 14-month tour produced by the United States Olympic Committee. The Road to Rio Tour presented by Liberty Mutual Insurance brought top athletes and the spirit of the...
How Corona Elevated the Beer Garden Concept
Corona kicked off a three-year partnership with Live Nation as the exclusive beer sponsor of several of the country’s leading EDM music festivals with activations of its Electric Beach program, a five-year-old proprietary platform. Corona brought Electric Beach to life this year at Hard Summer at Auto Club Speedway in Fontana, CA, on July 30,...