Type of Event: Buzz/word-of-mouth programs

Nintendo got its game face on last summer with its first proprietary property, a traveling concert series featuring top band Evanescence. The concert may have been the anchor, but US Concepts mixed it up with an on-site experience that mixed tunes, videogames, and lifestyle activities. The 25-market tour rolled into gear with a mobile “Nintendo […]

Looking to draw attention to its online comparison shopping, Yahoo! went for some high-traffic offline exposure on the busiest shopping day of the year. On the day after Thanksgiving, the brand set up a 20-foot tall see-through bubble in the middle of Times Square, billing the structure as the World’s Largest Snow Globe. Visitors could […]

A three-story high pink gift box smack in the middle of Miami Beach during spring break created quite the buzz for the launch of the Victoria’s Secret’s Pink line. For a few days prior to the event, the box stood without brand identification—only a countdown clock and a sign reading, “When the Countdown Ends, the […]

Pepsi-Cola Co. broke from the typical under-the-cap sweeps for Aquafina last summer when it sent street teams into 83 markets to award a collective 40,000 cash prizes to consumers spotted with its new Aquafina Essentials. “Aquafina Spotter Crews,” assisted by a pair of branded Spotter Blimps, scoured top markets and handed out prizes ranging from […]

The Copa Coca-Cola program debuted in Mexico in 1998 as a youth soccer tournament for teens living in 150 small towns. Popularity surged, and the program was expanded to other countries. The U.S. Copa program began in 2000 with a test in Texas. In 2001, the tournament took shape in New York and Chicago before […]