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How a Localized Sampling Campaign Gave Herdez and the Boston Community a Lift
As the U.S. reaches a turning point in the pandemic, smart marketers are now drafting event programming for later this year ahead of what experts predict will be a mad summer rush. And in the case of traditional Mexican salsa brand Herdez, it’s a matter of lifting a garage door and shifting its fully branded...
HBO Max Targets Gen Z with an ‘Un-Fashion’ Installation
For a series whose premiere episode prominently features a rainbow-striped crop top, using a fashion installation as a marketing vehicle seems more than fitting.
Reverse Activations: Events in Your Audiences’ Living Rooms and Backyards
Today’s socially distant world has upended much of what we’re used to as consumers and businesses for now. Meetings and conferences are mostly virtual, but savvy marketers have tapped into at-home or reverse activations to amplify on-screen events and build buzz for new products and programs. What reverse activations offer best is a highly personal...
French’s Pop-Up with Tom Colicchio Encourages Consumers to Dump Mayo
Mayo or mustard? To get a free sandwich from celebrity chef Tom Colicchio, some 750 hungry New Yorkers pledged their allegiance to French’s at a pop-up eatery the brand staged next to the chef’s flagship restaurant, Craft. The MustSwitch sandwich campaign—as in, “must switch from mayonnaise to mustard”—was designed to position mustard as a healthier...