Year: 2007

For its sponsorship of a four-stop mini-tour by Dave Matthews Band, Verizon unleashed a full mix of activation tools. Concertgoers got chances to play with a range of Verizon products, of course, but the company also added activities to complement the events, pulled in elements from its other sponsorships, deployed a philanthropic angle and used […]

First, the premise: Unilever introduced Clix, a line extension of the popular Axe body spray for men, with a TV ad in which the ultra-dreamy Nick Lachey uses a handheld clicker to keep track of all of the women he “clicks” with. Dreaminess notwithstanding, Lachey gets far fewer clicks than an ordinary Joe who happened […]

DHL scored a home run last summer with its Major League Baseball Hometown Heroes program, which celebrated the history of America’s favorite pastime and created an emotional connection with fans of all ages. Each MLB franchise nominated five players for the official ballot. Fans voted from July 18 to September 17 at the stadiums, online […]

College football fans are generally pretty passionate about their favorite teams. With a 14-school portfolio to leverage, AT&T’s missions were to use that passion to create a point of difference from other telecoms, drive purchase intent and sales and build an association in fans’ minds between the Cingular brand—which was about to be absorbed—and AT&T. […]

New Balance had two sure ways to get noticed at the X Games in Los Angeles. First, to attract attention in a sponsor village dominated by branded trailers and the same old black tents, the shoe manufacturer set up a bright red dome loaded with interactives. The second was the unusual tactic of guerrilla marketing […]