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Sponsors traditionally build huge pavilions at the site of the Olympic games, but Citi, the official bank of the U.S. Olympic and Paralympic team, broke that tradition earlier this year when it activated its Team USA sponsorship in New York City instead of Sochi. Travel difficulties, challenges with visas and security issues contributed to the bank’s […]

Fair, festival and enthusiast events have long been fertile territory for event marketers hoping to gather consumer data. So when one of the industry’s biggest title sponsors (of platforms ranging from Cleveland’s baseball stadium to a series of International Motorcycle Shows) decides to leave lead gen off the strategic blueprint, we had to find out […]

How do you turn a stunt into a viral sensation? Five tips from WestJet Airlines.

McDonald’s on March 31 kicked off a two-week national free McCafe coffee campaign with a live musical performance by pop duo Karmin. The two vocalists performed “Brokenhearted” and other hits atop a fully branded double-decker bus that pulled up to a Midtown Manhattan stop and caught the unsuspecting crowd by surprise. As the performance began, […]

Thirty-eight laps into the 56th annual Daytona 500 at Daytona International Speedway, it started to rain. The National Weather Service also issued a tornado warning for the area and the race was delayed. More than a hundred thousand took shelter under the aluminum stands, drinking beer and hoping for the race to continue. Everyone was […]