We Have Liftoff: Eight Ways to Master a Launch Event - Event Marketer

We Have Liftoff: Eight Ways to Master a Launch Event

Ask almost any event marketer which event type is most challenging to execute and you’ll often find product launches at the top of the list. The struggle is real when it comes to creating an experience that accurately illustrates the benefits of the new product, aligns with the brand’s broader ethos and inspires attendees to talk about (and share) it. Is it a rigorous undertaking? Sure, but launch events have the power to not only develop new brand advocates, but rekindle relationships with lapsed customers by reigniting their interest in the brand. Failure to launch? Not here. Take a look at eight tried and true strategies for nailing a launch event.

  • Multi-user VR Drives the Launch of Jaguar’s New Electric Car

    Virtual Reality is the event marketer’s shiny new toy—a cool way to immerse audiences in a brand message. But leveraged as an integral part of a strategic product launch, as Jaguar did when it introduced its electric I-PACE concept car at the LA Auto Show, VR can take the experience to a whole new level....

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  • AT&T Leverages a Taylor Swift Partnership to Launch a New Platform

    As far as brand-celebrity partnerships go, signing Taylor Swift is pretty much the Holy Grail. In addition to being one of the hottest names in entertainment, the 10-time Grammy winner attracts a wide range of demographics. Swift’s allure hasn’t been lost on AT&T, which not only forged a multi-year deal with the performer in October,...

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  • Trolli Sweetens Spring Break on the Weirdly Slothsome Slurpee Truck Tour

    It doesn’t get much better than catching some rays on the beach, but “weirdly awesome” candy brand Trolli, from March 10-24, got spring breakers to swap sunbathing for sampling on its Weirdly Slothsome Slurpee Truck Tour. The multi-pronged activation strategy marked the launch of the brand’s Sour Brite Sloth gummies, along with the new Trolli-inspired...

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  • PUMA Launches its NETFIT Lacing Technology With an All-Star Press Event

    PUMA on May 4 jumped into a launch event with both feet, introducing its NETFIT lacing technology and offering the media, influencers and sneakerheads in attendance a star-studded evening at New York City’s Altman Building.

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  • Three Lessons in Launch Events From Perrier’s Pop-Up

    Nestlé Waters’ Adaora Ugokwe, who handles activations for Perrier and S.Pellegrino, has some advice for event marketers looking to pull off a successful launch event. And she should know. The Perrier Flavor Studio, a pop-up event held in New York City July 12-16 to increase awareness for Perrier’s sparkling flavors and to launch two new...

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  • Behr Paint Reveals its 2018 Color of the Year with a Pop-Up Trend Home

    It’s not easy to judge a paint color by its swatch, so in announcing its first-ever 2018 Color of the Year, Behr Paint constructed a Pop-Up Trend Home in New York City’s bustling Grand Central Terminal. The activation on Aug. 9 brought the Color of the Year shade “In The Moment” to life and also...

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  • Fuso Transforms a Parking Garage Into a ‘Positive Energy Station’ for the Launch of its All-Electric Truck

    Product launches in the trucking industry typically take place in a convention center or even at the factory. But for Mitsubishi Fuso, a division of Daimler and maker of the first mass-produced zero-emission truck, the eCanter, that just wasn’t going to do. Instead, Fuso turned to the city of New York where on Sept. 14...

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  • Photo Tour: FX Revives 1980s L.A. for the Launch of ‘Snowfall’

    To promote its new series Snowfall,” FX Networks created a launch event that generated excitement for the first season of the show without promoting its sensitive subject matter—the crack epidemic that hit Los Angeles in 1983. To do that, the activation focused on the rich tapestry of cultures represented in the show—from the drug dealers...

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