EM Buzz – 5/20/2021
05.20.21 The reverse activation trend continues as Little Caesars and Pepsi prepare to build the "ultimate hockey hangout" inside one lucky fan's home. The strategy has been popular among sports sponsors, including Corona, in the absence of packed stadiums. Talk about having a game plan. Unboxing Engagement: How HBO's Influencer Kit Delivered Mail kits have...
Clear Hosts a COVID-safe Reunion Event for Families Separated by the Pandemic
For many Americans, the hardship of being isolated from loved ones has been a reality for over a year as a result of the pandemic, but at Clear’s “Day of Families” event on May 6, more than 100 family members and friends finally experienced the in-person reunion they’d been waiting for. In partnership with United...
A Compendium of Curiosities: HBO Activates a Premium Unboxing Experience to Promote ‘The Nevers’
In the absence of in-person series premiere events during the pandemic, experiential marketers have turned to elaborate mailer kits as a tactic to engage viewers, spread awareness and build buzz on social media. But not all kits are created equal. Indeed, after living under COVID-19 restrictions for nearly a year and a half, consumers’ expectations...
Photo Tour: Inside HBO Max’s Elaborate Influencer Kit for its Fantasy-Genre Series ‘The Nevers’
Experiential marketers have stepped up their swag game during the pandemic as a way to engage consumers in their homes and increase awareness of brands’ products and services. And in the entertainment space in particular, marketers have tapped influencers to build buzz around series and films by mailing elaborate kits for them to unbox and...