Objective of Event: Drive consumer consideration

To take advantage of Back to College season (an opportunity to connect with Millennials during a key life-stage transition) and change the perception of it being a “Mom’s store,” Target launched two-day pop-up experiences at University of Arizona, University of Maryland and University of Iowa. The Target Union pop-up reinvented itself daily with changing partner […]

Two-year-old China-based smartphone manufacturer OnePlus boasts a global cult following despite having no brick-and-mortar shops and an invitation-only sales model. For the launch of the new model, OnePlus 2, the brand leveraged the buzz-building intrigue of its business model with a pop-up experience in the middle of New York City’s Times Square. Inside the white […]

Long before mixed martial artist Ronda Rousey’s famous armbar hit the mainstream, the Ultimate Fighting Championship franchise had been experiencing massive growth in popularity. While the fights take place in an enclosed octagon ring, the experience for fans extends beyond that to TV, where fans watch young fighters break into UFC on “The Ultimate Fighter.” […]

Inspired by British Turner Prize winner Rachel Whiteread’s “Embankment” installation of white cubed casts, Nespresso created a cityscape modeled after that same work to celebrate the launch of its modern Nespresso Citiz machine. Playing on the campaign’s central urban lifestyle theme, Citiz Sky Lounge on the 28th floor of the Westhafentower in Frankfurt’s financial district […]

In the fall of 2009, Nike took over the University of Southern California’s campus to appeal to the students with a running event, charity fundraiser and piggyback on the upcoming football game with conference rival Oregon State. The multi-platform event revolved around three main activations: the Nike Hub at Phi Psi, a Nike-dedicated space within […]