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A roadmap to increasing brand relevancy with your key audiences While the pandemic has required us to press “pause” on live events as we knew them, it hasn’t stopped the industry’s drive to find a way to carry on. From virtual events that get smarter and more effective with every execution, to innovative outdoor events […]

Mayo or mustard? To get a free sandwich from celebrity chef Tom Colicchio, some 750 hungry New Yorkers pledged their allegiance to French’s at a pop-up eatery the brand staged next to the chef’s flagship restaurant, Craft. The MustSwitch sandwich campaign—as in, “must switch from mayonnaise to mustard”—was designed to position mustard as a healthier […]

There is an unexpected benefit in activating a fundraising event within a pandemic environment: accessibility. In the case of Runway of Dreams, a New Jersey-based nonprofit that promotes adaptive fashion for people with disabilities, going beyond the gala helped boost the profile of its Fashion Revolution drive-in event on March 9 as well as secure a title sponsor in Kohls, which joined Stride Rite, Zappos Adaptive and Tommy Hilfiger Adaptive in the lineup.

When Wisconsin Cheese activates at SXSW, the brand goes big. Real big. In 2018, it built the world’s largest cheese board, spanning 70 feet and featuring more than 2,000 pounds and 100 different types of cheese, all made with Wisconsin milk.

HBO consistently creates epic fan experiences on the ground during SXSW, from a 90,000-square-foot replica of “Westworld” to a cause marketing campaign with the Red Cross that urged attendees to literally “Bleed for the Throne.” For its 2021 experience, the network leaned on the fact attendees have consumed a record amount of content at home […]