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Inside Nike’s Neighborhood Tennis Event
Nike has introduced a new line of tennis gear and to get some momentum building behind it, the athletics giant hosted an exclusive event in New York City’s SoHo neighborhood, dubbed the Nike Court. The 95-hours-straight activation was promoted on social media to key tennis influencers and fans in the neighborhood, and featured exhibitions by...
Behind The Scenes: Coke’s World Cup Happiness Flag
It’s one thing to engage consumers in a campaign message. It’s another to weave them into the fabric of one, literally. For its global sponsorship of the 2014 FIFA World Cup, Coca-Cola harnessed the power of social media to create The Happiness Flag—a 3,015-square-meter digitally produced photomosaic flag made up, pixel by pixel, of fan-submitted...
Amex Unveils US Open Activation Facelift
American Express this year has upped its commitment to digital and social integrations at its sponsorship activations, first for golfers, and now for tennis fans attending the US Open tennis championships. The result is an all-new US Open American Express Tennis Fan Experience, complete with RFID, a text café, an augmented-reality “pro cam” and even...
Mattel Canada Sets Up Target Practice
Toys can be a tough sell—there are just so many to choose from. So, it’s important that toy brands distinguish their products from the competition. In promoting its new BOOMco. dart blaster, Mattel Canada Inc.’s “scientifically engineered” line of blaster products, the brand decided to give kids the chance to pick one up and experience...