Sampling

The second incarnation of Bud Light’s Whatever, USA has wrapped on Catalina Island—and this year’s experience featured a few new tricks, a few new tweaks and metrics that well exceeded last year’s inaugural effort. A year ago Bud Light announced it would turn Colorado’s Crested Butte into the fictitious Whatever, USA for a weekend in […]

Chobani this month is activating a grassroots campaign encouraging people to take a break—and flip open one of its new Peanut Butter Dream, Strawberry Summer Crisp or other tasty Flip yogurt packs. The integrated effort launched on June 3 with National Break You Make Day. It continues throughout the month, leveraging research on America’s break […]

“The sixth floor, that’s where the really cool bar is,” says a woman to a friend in the elevator at Spring Studios in lower Manhattan, Tribeca Film Festival’s new-this-year event venue. It was home to the festival’s Storyscapes Exhibit and Lounge, presented with headline sponsor Bombay Sapphire April 16-18, that showcased five interactive projects by […]

The IPA or India Pale Ale is the No. 1 category in craft beer, and expectedly, the competition for attention is stiff. So when Cooperstown, NY-based Brewery Ommegang set out to launch Nirvana IPA, its first American-style IPA, the company took a cue from experiential. Rather than take a conventional route with a special on-premise […]

After a successful inaugural year targeting retail associates in 2014, Weber has expanded the Weber Grill Academy Experience mobile tour—and this spring, the brand is evolving the strategy to include a consumer-focused leg in the schedule. The program, which launched in February, has expanded from two touring units to three units, splitting coverage across the […]