Archive

  • Articles

    Sponsorship: Visa To Replace MasterCard As FIFA Partner

    Following a long run with MasterCard as sponsor FIFA has signed rival Visa as the property's global payment card partner from 2007 through 2014. MasterCard's sponsorship runs through the end of the year.

    Michael Lynch Visa's senior vp-event and sports marketing told Buzz each of the company's international regions will help dictate how the partnership is activated locally and that in the U.S. the brand will use the soccer platform in part for a big push to Hispanic consumers.

  • B-to-B Events

    Trade Shows: Tips For Bringing Celebs To Your Booth

    Bringing celebrities to trade show booths has become a popular way for brands to gain media exposure and boost attendance. Actors singers and athletes are nearly as likely to show up at trade events as buyers and the media—all in the name of posing for photos signing autographs and rubbing elbows with VIPs.

    Aside from the obvious benefits exhibitors are finding that well-executed celeb appearances can help encourage attendees to return to their booths multiple times during an event.

  • Articles

    Mobile Marketing: Dick’s Sporting Goods Launches First Tour

    Dick's Sporting Goods has launched a 20-market mobile tour that features 10 tented activity areas focusing on outdoor sports.

    The Dick's Outdoor Adventure Tour—the company's first-ever mobile effort—features an 80-foot-by-120-foot setup with activities ranging from a lure demonstration tank to a paddling pool where consumers can test out kayaks. In addition to the tents the 53-foot trailer converts into an air-soft shooting gallery.

  • Articles

    Guerrilla Marketing: FreshDirect Rolls To Moms

    A new guerrilla campaign is helping online gourmet grocer FreshDirect play up its consumers' on-the-go lifestyles as the grocer enters new markets in New Jersey and Long Island; the company is also hitting Manhattan in an effort to keep the brand's buzz going there.

    A team of eight rollerbladers wearing bright orange branded sweatshirts and old-school skater helmets are storming parks playgrounds and even yoga classes four days each week in search of moms and families.

  • Articles

    Strategy: Equal Campaigns For Flavor With Double-decker Bus

    Merisant's first-ever mobile tour for Equal is aimed at decommoditizing the sweetener brand. "We want to make Equal more of a visible choice than an invisible brand " John Callahan senior brand manager for Equal told Buzz. "People try Equal all the time—they know it's the stuff in the blue packets—but what we want to do is make sure they're choosing it and not just doing it because it's out of a habit."

    The centerpiece of the Campaign for Flavor tour which launched in February at the Coconut Grove Arts Festival in Miami is a brand-wrapped double-decker bus.