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When it comes to activating in the world of sports, Nike practically wrote the book. For nearly half a century, the brand has been setting the bar for activations that mix sports, celebrity and popular culture in groundbreaking and highly profitable ways. So when the opportunity to create a proprietary basketball event arose, the brand applied its signature magic touch to turn an unknown property into an annual tradition in the making.

In our new feature, EM takes a snapshot of one program on one event day and gives you all the intel that counts. This month:

Brand: ION Television
Agency: The Michael Alan Group
Campaign: Greenhouse on Wheels

Click to Download the .PDF.

When Pop-Tarts set up a Facebook fan page last summer, it was flooded with more than two million consumers interested in talking about its toaster pastries. The online chatter, which included new flavor combination suggestions, inspired the Kellogg’s-owned brand to bring the excitement to life in a pop-up store. The result? The 3,000-square-foot Pop-Tarts World on 42nd Street in New York City (more on all the sweet details in a moment).

In 2009, Cisco Systems set out to save costs by taking its weeklong annual sales meeting, the Global Sales Experience (GSX), out of the real world and into a virtual one for the first time in its 20-year history. That experience taught the tech giant several valuable lessons about what works and what doesn’t when it comes to educating and motivating a driven and competitive sales force in a non-physical space.
(Check out last year’s story here)

In the ramp up to Election Day, there’s nothing more American than stepping on a soapbox, saying what’s on your mind—and eating apple pie.