Type of Event: Global event programs

MasterCard isn’t known for its heritage in rugby, so to give its brand a boost throughout its sponsorship of the 2015 Rugby World Cup, it unleashed #44daysofcrazy—a series of surprise and delight experiences that engaged fans over the 44 days of the tournament. From impromptu rugby anthems sung on the steps of the Paris Opera […]

To build brand awareness among younger audiences, GM staged a series of viral video interviews and skits called Plug In at festival venues around the world. The short skits were conducted by Tenacious D star Kyle Gass. GM created a branded microsite and employed Gass to populate it with backstage interviews at rock festivals including […]

Coke’s activation of the 2012 Summer Olympics in London was a global campaign that began with live crowdsourcing, continued with one of the biggest-ever customized music tie-ins and became one of the largest examples of sports and entertainment fusion. There were full-time social media amplification and global retail elements before and during the Games, and […]

You may think of Canon as a camera brand, but as its EXPO program set out to prove, it’s much more than that. Its worldwide exhibition tour, featuring a 161,090-square-foot experience at the Jacob Javits Convention Center in New York City, brought to life the various spaces it operates in, from sports to medicine, broken […]

In what may be the fastest turnaround of an Olympic sponsorship deal ever, Procter & Gamble signed, sealed and then delivered its first-ever P&G Family Home in about 60 days. Taking over the USOC family program from now-departed sponsor Bank of America, the consumer-product giant turned a conference center on West Hastings Street into a […]