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Square Enix Touts its Top Titles with Physical Contests
Video game developer Square Enix returned to Comic-Con International July 22-23 with an interactive footprint that served as an “adult Disneyland” for consumers in the San Diego area. The brand took over a full-sized parking lot in the city’s Gaslamp District from noon to 10 p.m. each day, offering convention attendees and passersby physical challenges...
Cars Meet Culture at New York City’s Cadillac House
Cadillac’s new digs in New York City’s SoHo neighborhood are more than global headquarters for the former Detroit-based automaker. The trendy Hudson Street address is also the site for Cadillac House, a brand experience located on the ground floor of the building designed to connect with younger consumers through fashion, art and culture without the...
Music Festivals: Nine Strategies That Hit All the Right Notes
Between the blazing heat, blaring music, flamboyant ensembles and free-flowing booze, music festivals aren’t always the easiest places for brands to capture consumers’ attention. Add to that the sheer volume of sponsors vying for attendee mindshare and the landscape is that much harder to navigate. But in spite of these varying forms of distraction, powerful...
VidCon Attendees Explore YouTube Red Originals Vignettes
In its biggest VidCon activation yet, YouTube immersed attendees in the original programming available on its paid streaming service YouTube Red through explorable vignettes on the convention floor. The activation at the online video conference, June 23-25 at the Anaheim Convention Center in Anaheim, CA, housed 10-foot by 10-foot movie-quality sets complete with special effects,...