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

Red Bull put its own distinctive spin on one-on-one basketball, holding The Red Bull King of the Rock tournament on Alcatraz. To build word of mouth, the brand loaded promotions and information onto redbullusa.com/kingoftherock, where it invited people to attend and participate in the events. After the events, the site gave viewers the opportunity to […]

Red Bull has always charged ahead, and with Mississippi Grind, the brand did it again. Mississippi Grind was a skateboard park on board a barge that floated 1,705 miles down the Mississippi River for 28 days. The journey, which extended from St. Paul, MN, and stopped in the Iowa/Illinois Quad Cities and St. Louis, offered […]

To showcase the launch of its Jamaican-inspired FAAS running collection and to fortify its brand equity among Los Angeles celebrities, Puma transformed a raw space at Siren Studios into a 7,100-square-foot Jamaican street fair. With a Rastafarian vibe and island rhythm filling the air, the event created a 360-degree Puma brand experience that focused on […]

Planters’ Naturally Remarkable Tour was designed to spread the brand’s sustainability message and get samples to consumers in 16 cities. For the effort, which lasted from February through August, Planters transformed a 25-foot Isuzu biodiesel truck into the peanut-shaped vehicle called the Nutmobile. The experience included a photo op with Mr. Peanut—attendees could download photos […]

Citi last year partnered with John Mayer to provide cardmembers access to various touchpoints, like receiving his new album “Paradise Valley” prior to its release. But to amplify the partnership and provide another touchpoint for cardmembers—and Mayer fans, as well—Citi launched an Instagram photo contest tied to a free trip to New York City to […]