As event marketers slice and dice their target audiences into ever smaller and more meaningful groups, their activation strategies get smaller and more meaningful, too. As a result, community-level event programs are gaining momentum as both standalone programs and spinoffs of larger efforts, but with a homegrown twist. Benjamin Moore painted the town red (literally, […]

HISTORY’s “Vikings” series, which will enter its third season in 2015, is a story set in 793 AD and filmed in Ireland. As such, all the drama can feel a world-away for viewers. During Comic-Con San Diego, July 24-26, HISTORY decided to give fans the opportunity to get up close and personal with a behind-the-scenes […]

Shoppers at 15 Banana Republic’s Girls Night Out events on Aug. 21 got to try on a little more than the latest fashions. They also tasted two of the newest varietals—a chardonnay and a cabernet sauvignon—from Skinnygirl Cocktails as part of a collaboration between the low-calorie line of wine and cocktails and the retailer. Skinnygirl […]

For Pandora, throwing a party for its listeners is as much science as it is art. The data the online radio service collects about listeners’ favorite artists, the “stations” they create and the ZIP codes where they live gives the brand ammunition for producing highly targeted events—and for inviting targeted brand partners. It’s a strategy […]

Hear ye, hear ye! Event Marketer, your ever-faithful town crier, has ventured back into the mists of time to bring you an inside look at a festival world that’s so under the radar it thinks radar is witchcraft.