Consumer Package Goods—Non Grocery Archives - Page 12 of 23 - Event Marketer
Unilever Gets Provocative with Pitch-Dark Parties
Lots of brands talk about using their events to “touch consumers.” It took Unilever’s Axe, a brand whose marketing isn’t exactly known for its subtlety, to use event marketing to get those consumers to touch each other. The Axe Dark Party was clever if not a little subversive, but it was also right on message....
Home Depot Hires Actors to Stage a Home Renovation
The Home Depot came up with a unique way to draw attention to a new Manhattan retail location where the store is located two stories below street level. The company suspended a replica of a New York City apartment at street level in the building’s lobby, with hired actors performing home renovation projects inside. Performers...
Avon Pampers Tour Visitors with an Expandable Spa
Beauty giant Avon went mobile in 2003 to promote a new contemporary image, attract new users, and drive traffic to its network of Avon representatives. Spevco’s (quadruple-expandable) spa on wheels was segmented into three zones. First came the Relaxation Zone boasting comfy sofas, soothing music, the latest beauty mags, and branded visuals. At the Talk...
EA Packs Gameplay, Green Screen into a Mobile Hub
Electronic Arts wanted to take high-def video game sampling beyond the standard retail and shopping mall experiences. So was born The Hub, an 18-wheel mobile tour that EA took to music festivals, community events, sporting matches and theme parks throughout the UK and Ireland last summer. The Hub was based on a tri-axle step framed...