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To engage its college-age target market and at the same time highlight the relevancy of computer science and graphics development in video game creation, NVIDIA, a leader in visual computing technologies, launched a tournament for rival universities featuring Activision’s Call of Duty: Black Ops II. The brand’s GeForce GTX graphics processor serves as the game’s “engine.”

A new rum is on the scene in the U.S. and is turning to experiential to rise above the noise in the crowded premium liquor market. Shellback Rum is introducing itself to the world with the interactive Shellback Rum Hut, and is hitting venues and events all over the country with the experience throughout 2013.

Beck's, the German beer brand owned by Anheuser-Busch, on January 29 held a pop-up event in New York City to support the launch of Sapphire, a new premium beer.

The event, which took place at Open House Gallery, in the city's SoHo area, is part of an integrated campaign that includes advertising on this year's Super Bowl and a sponsorship of Mercedes-Benz Fashion Week, as well as other initiatives that will continue throughout 2013. Pop-up events also took place in Beverly Hills, Chicago and South Beach. 

In the U.S., New York City sees more experiential action than any other market, and globally it’s one of the top choices for

Every conversation in the event marketing industry eventually comes around to technology. You want to know what tools are out there to make your jobs easier, make your programs more successful and most crucially, make your target consumers love you the most. We have heard your clarion calls for help and now, with this monthly series, EM’s own Ken Briodagh will collect and codify the hottest, newest, most interesting, best (and sometimes worst) technological doohickeys available to you.