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Metaverse Q&A: State Farm and iHeartMedia Weigh in on Their New Roblox Activation
Consumers may not initially equate live music, gaming and the metaverse with an insurance brand—but with its recent launch on Roblox, State Farm is looking to change all that. “We’re in a category that not many folks wake up thinking about every day,” said Alyson Griffin, vp-marketing at State Farm. “It felt like the right...
New York Fashion Week: Bose Uses Sensorial Touchpoints to Bring its ‘Sound is Power’ Mantra to Life
Bose strutted into New York Fashion Week (NYFW) with a new “Sound is Power” mantra and a blend of art and technology experiences that introduced its QuietComfort Earbuds II and reinforced the idea that audio is more powerful when it’s personalized. At New York City’s Glasshouse on Sept. 8, the brand hosted a press launch,...
Benefit Cosmetics Shares 10 Tips for a Lucrative Influencer Event
Influencer partnerships are fundamental to Benefit Cosmetics’ marketing strategy, so when the brand transported a group of its “Benebabes” to Hawaii for an influencer event promoting the launch of its Box O’ Powder blushes, it left no stone unturned. Nearly 60 global influencers from 18 countries were treated to four days of excursions, luaus, pool...
Engaging Along the Customer Journey: Why a Digital Foundation Matters
Fully integrated campaigns are the way of the future, and those that are too focused on developing dual paths as part of a “hybrid” strategy are losing sight of the big picture. In the new “Experiential Commerce” model, digital is the foundation that unlocks access to audiences and extends campaigns into a variety of touch...