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

To take market share away from its competition while providing a strong brand experience for women ages 25- to 54- years old, Kleenex introduced the Softness Worth Sharing 2.0 campaign. The program came to life across several channels, including TV, online and at retail events. The online component let consumers send a “share pack” of […]

With their focus on music and high-quality sound, HP’s Beats Edition laptops were targeted at the youth market. To reach those consumers, HP summer rolled out a buzz-building initiative called HP Jam Sessions. The activations, which were part of a seven-week media campaign that visited six locations and four cities, including Lennox Square Mall in […]

W When Hitachi Global Storage Technologies was launching its G-Technology brand in the U.S. and Europe, the brand wanted to make Facebook growth a significant source of attention and awareness while launching the product line to two consumer groups—creative professionals and tech enthusiasts. To accomplish that, the brand created Tight Space, a series of live […]

As most iconic brands do, Harley-Davidson had reached a point where it needed to reconnect with young buyers and generate new leads. Marketers knew the brand’s retro rebel image was an asset, but one that needed some modern spin in order to be relevant to the new target. So it created the Harley-Davidson Boot Camps, […]

Outside of demos at consumer electronics retailers, sampling opportunities can be tough to come by for marketers of laptop computers—particularly when the target consumer is the on-the-go business traveler. Google turned that challenge into an opportunity by loaning Chromebook computers—laptops that run on the company’s Chrome operating system—to travelers flying on Virgin America from San […]