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From art challenges to science experiments, Mars’ candy brands have been busy bees on social media, engaging quarantined consumers with creative contests and at-home activities. Indeed, social media is rife with opportunities to engage an idle audience that has been starved for interaction. To find out what it takes to connect with consumers the right […]

When the pandemic shut events down, brands and properties scrambled to find creative ways to keep consumer audiences engaged without a live setting. And while there was a period of trial and error, most emerged with fresh tactics that fueled clever campaigns—all experienced from the safety of consumers’ homes. Among the early innovators was payment […]

If there is anyone equipped to reimagine how people will gather in the wake of a pandemic, it’s an event marketer. Across the industry, the wheels are already turning. The return of conferences and experiential activations, in whatever form they take, will require new strategies, evolved KPIs, precision operations and logistics, and fierce collaboration with […]

On the heels of a brand relaunch, “blend-it-yourself” beverage brand f’real on June 24 debuted its first integrated marketing campaign to capture the attention of its Gen Z target. The Choose Your Own Alternate F’reality (#FrealAF) program included a virtual reality experience, a live digital event, a TikTok challenge and influencer partnerships, all designed to […]

The new normal for food and beverage can still be inspired, creative and even a highlight of the event experience…