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[box type=”coloured” pb_margin_bottom=”no” width=”1/1″ el_position=”first last”] The bone-chilling cold of the polar vortex didn’t stop legions of football fans from descending into the far reaches of Manhattan to celebrate this year’s Super Bowl festivities. EM editors threw on their warmest thermal underwear and joined the masses to bring you coverage of the best activations on […]

Lexus Italy needed a new commercial to introduce its new IS Hybrid model to a tough Italian market. Instead, the brand got way more than it bargained for, and ended up with an event program that is now set to travel Europe. But let’s back up. The program, “Trace Your Road,” brought 10 of the […]

To drive viewership for its original TV shows, Comedy Central on March 14 hosted an afternoon “Kegs and Eggs” party during the music segment of the South by Southwest Film, Music and Interactive Festival in Austin, Texas. Held at 508 Tequila Bar in the heart of the festival action, attendees were free to enjoy a […]

As part of a campaign to raise awareness for its new million-dollar-prize Black Exclusive Scratchers tickets, California Lottery on Feb. 9 activated an event that involved Lady Luck, augmented reality and lots of consumers passing through L.A. Live, a sports and entertainment hub in downtown Los Angeles. The experience generated buzz, created content for the […]

IFC has been a sponsor of the South by Southwest Film, Music and Interactive Festival for several years, but for the first time, it’s diving into the Music end of the pool. From March 12 to 14, the channel took over Austin’s Palm Park, right next to the Convention Center, with its IFC Fairgrounds activation—a […]