B-to-C Events
Eight Strategies for Leveraging Virtual Reality
The November release of the Samsung Gear VR marked the beginning of what is bound to be a wave of consumer-friendly virtual reality devices made available to the public—especially with its (relatively) affordable $99 price tag. But event marketers capitalized on VR well before it hit the mainstream. The Facebook-owned Oculus Rift headset has led...
Super Bowl City: Scenes from Inside the Free Fan Village
Super Bowl City presented by Verizon, the Super Bowl 50 Host Committee’s free event located on the Embarcadero in San Francisco, was a leaner but “cleaner” fan village than previous Super Bowls. Pop-up tents were outlawed. Activations were built with sustainability in mind. Security teams were ever present. Looking up, you saw the San Francisco...
Spirits Marketers Leverage the Allure of the Speakeasy
The speakeasy has appealed to the drinking public since the prohibition era, when hidden bars behind unmarked doors in back alley locations offered a way to circumvent the dry law governing alcohol consumption to a select, invited few. Now, speakeasies are popping up at event activations where their aura of mystery and appeal, and free...
18 Tips for Keeping Your Longest-Running Programs Fresh
Some experiential programs are just too good to execute once and leave behind. The strategy is on point, the engagements generate authentic connections with consumers and the ROI is generous. Why mess with a good thing? Many brands don’t. From Coke’s Olympic Games sponsorship to LEGO’s KidsFest tour, plenty of brands resume the same program...