Sampling

“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 […]

If you were bummed out that Cinco de Mayo fell on a Tuesday this year, you weren’t alone. So was Dos Equis, the Mexican beer brand, which got a jump on the celebration with Dos De Mayo, a campaign that not only offered a play on words but a two-pronged experiential approach that involved on-premise […]

Going to Town: Surprise and Delight, Social Currency and Content Collide at Whatever, USA It was, it is, it will be—one for the textbooks. A goal so ambitious it required the creation of an entirely new blueprint to reach an entirely new audience. A strategy so dependent on live experiences it forced the rest of […]