B-to-C Events
How Kenmore Leverages Events For Content
When Kenmore zeroed in on a Dirty Girl Mud Run series sponsorship two years ago it not only looked at the value of the program (strong) and the target it could reach (women). It looked at how the brand could leverage the sponsorship and event activation to generate content. Beyond “visibility” and lead gen, this...
New York Magazine Pages Come To Life Via Vulture Festival
New York magazine held the second iteration of its Vulture Festival May 30-31 at New York City’s Milk Studios. Vulture Festival began last year as a way to bring the magazine’s culture and entertainment website, vulture.com, to life. The festival is the latest in the magazine’s portfolio of events, which includes New York Taste, New...
How Strategic Stunt Marketing ‘Drops’ Can Be Silent But Strong
File this under the “subtle, but not so subtle” stunt marketing category. To promote the release of the latest Jurassic Park movie, “Jurassic World,” Universal Pictures UK on June 5 dropped a dinosaur transport container in the middle of London Waterloo station. Labeled with the fictional InGen Technologies branding, the shipping container offered the warning:...
Las Vegas: Sports Illustrated Aligns With Two Marquee Events
Activations in Las Vegas surrounding two marquee events—the Mayweather/Pacquiao fight and the NFL draft—brought together athletes, editors and Sports Illustrated swimsuit models as part of a cross-channel marketing strategy by the magazine that extends beyond selling pages and banners and into live media. The events were handled in-house by Sports Illustrated Experience (#SIExperience), the magazine’s...