B-to-C Events
Sperry Embarks on a User-Generated Content Adventure
Sperry is on a mission—to refashion itself from a yuppie boat shoe associated with the yachting set into a lifestyle brand more relevant to millennial adventure-seekers, and it is calling on these consumers to help them do it. In March, in conjunction with its 80th anniversary, Sperry launched a year-long, global experiential campaign called the...
Five Ways The ‘Unsexy’ Brands Are Going Bold
It’s not easy convincing consumers that washing clothes, masking odors and using disposable underwear can be engaging experiences. But thanks to strategies leveraging irony and humor, the five senses and put-it-to-the-test demos, there are a few brands relishing in the benefits of getting their products into the hands of consumers outside the stark supermarket aisle...
Weighing In: The Pepsi and NBA Sponsorship Deal
Pepsi on April 13 announced it was taking over sponsorship rights of the NBA, leveraging its Mountain Dew, Aquafina, Brisk, Doritos and Ruffles brands to engage NBA fans, and terminating the 28-year-old deal previously held by Coca-Cola. Under the terms of the sponsorship, Mountain Dew will serve as the lead brand of the partnership in...
Viral Video Q&A: The Rules of ‘Contagious Content’
The digital era demands a new way of thinking about brand and content marketing. Our exclusive Q&A with viral video experts Fritz Grobe and Stephen Voltz You might know Fritz Grobe and Stephen Voltz as the “Coke and Mentos guys,” those lab coat-wearing stars of one of the first viral videos to hit the internet....