B-to-C Events
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,...
Music Festival Strategies: 10 Ways Toyota Engages Fans
Music is a powerful platform for reaching millennials and multicultural audiences, a fact not lost on Toyota, where music festival sponsorships and activations strike a chord with these potential car buyers.
Acura Uses Biometrics for its ‘Mood Roads’ Activation at Sundance
Not all of the excitement at Sundance this year took place on the film festival’s movie screens. Acura, a seven-year Sundance sponsor, returned to the Festival Village with an activation that leveraged VR and brain wave technology to engage fans in a personalized NSX supercar experience. The 90-second engagement, dubbed Mood Roads, created a one-of-a-kind...
What Women Want: Amazon Studios Targets Female Viewers With Drybars and Speakeasies
To raise awareness among women for its new streaming mini-series, “Z: The Beginning of Everything,” Amazon Studios created ’20s-inspired experiences in two spots where women can often be found—select Drybar salons and upscale Prohibition-style speakeasies in Los Angeles and New York City. Held on days leading up to and after the series’ Jan. 27 debut,...