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Boeing Wows Guests with Three-Day Launch Event
Boeing’s 747-8 reveal took place in one of its gigantic manufacturing bays at its Everett, WA, plant. More than 10,000 Boeing employees, their families, media and a select group of industry VIPs watched in awe as an enormous 61-foot by 225-foot drape dropped dramatically in front of the new plane. But to make that happen,...
Flash Mob and Skywriting Take Claritin to New Heights
A skywriting stunt took Claritin to new heights far above the Toronto skyline. Having planes type out Claritin’s tagline, “Live Claritin Clear Today,” was a chance for the allergy medicine to do something fun and exciting—not always easy for an OTC brand—and it brought Claritin’s brand essence to life. The stunt generated traditional p.r. and...
Coke Gets Aussie Consumers to Share the Love
Australians are known for their friendliness and, apparently, for calling one another by their first names. Coca-Cola capitalized on those insights for a summertime mall program Down Under. The brand added 150 popular Australian names to its packaging and then invited consumers to “Share a Coke” with Matt, Sarah or Jess. Then, in 18 Westfield...
Teen Viewing Parties Amp Up Coke Music Sponsorship
Coca-Cola marketers knew they had to do more than traditional advertising to connect with the 13- to 18-year-old core audience of the American Music Awards, which the soft drink sponsors. The Coca-Cola AMA MyParty program mixed in-home events with targeted in-city parties to create a more personalized experience between teens and Coca-Cola that all tied...