| Sometimes a good idea is a little too good. On Tuesday, when Auntie Anne’s unveiled Knead, a fragrance inspired by its signature buttery aroma, a deluge of consumers flooded the brand’s site to get their hands on the now sold-out bottles. The reaction prompted Auntie Anne’s to respond on social with messages like “We genuinely did not expect this result” and “Talking to my boss to see if we can get more. Stand by.” |
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| Primal Kitchen and Pinterest partnered on a Colorful Kitchen Pop-Up series that was rooted in data and strayed from the typical culinary activation, with influencers taking the reins and digital trends brought to life in the real world... Read more. |
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“One of the really unique ways we connected consumers to the shelf from this event is through Pinterest. When you scanned the recipes, they connected to Pinterest and people could get connected directly to their retailer. That’s not a high KPI for us, but it is a very unique opportunity for us to measure: Is there an impact in-store, and how does that drive the business and the brand forward?”
–Ana Goettsch, Head of Marketing, Primal Kitchen |
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Partner Content
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Agency Showcase: Expert Q&As, In-depth Profiles and Case Studies
Get a little closer with a selection of the It Listers with this annual showcase of some of the best experiential agencies and the MVPs driving them. Get their thoughts on the industry. See case studies of their work. And discover how they’re disrupting the landscape and racking up client wins amid an increasingly changing landscape.
Click here to dive in.
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Introducing The Watchlist: This fall, Event Marketer’s editors will unveil an all-new recognition program, the Watchlist, honoring an elite group of brand-side marketers taking the experiential marketing discipline to the next level. Entries for this first-ever roster of the industry's most influential insiders are due Sept. 6. Honorees will be unveiled this October.
Start your nomination here.
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