Objective of Event: Drive consumer consideration

Think ladies only buy plastic bowls at house parties? Or lingerie? Think again. Ford last year, on May 19, tied the fun of having a neighborhood party with its sponsorship of “American Idol” to create 1,000 in-home events where women (and a few men) got to watch the first night of the show’s two-day finale […]

The U.S. Air Force has to get creative to meet its annual recruitment goal of 31,000 new airmen aged 17 to 27 who are mechanically and technically inclined. Therefore, in 2009 it launched the Switching Seats program to leverage its sponsorship with NASCAR and to reach “Tech Tinkerers” who have a natural affinity for power, […]

For the launch of the new 8350i BlackBerry Curve on the Sprint network, Research in Motion targeted b-to-b technology purchasers with the BlackBerry Sprint A to B tour by inviting them to take what RIM called the “Smarter” route to efficient work. The tour brought to life the campaign tagline, “A to B. Work. Done. […]

With the goal of increasing retail pork sales and educating mothers about the safety of the meat in the aftermath of H1N1, the National Pork Board took to the highways from April to October 2009, distributing coupons and samples from its 40-foot trailer at family festivals, barbecue battles, music festivals and “Taste Of” events in […]

To drive sampling of its Lunchables product among six- to 12-year-old children and their moms, Kraft took to the highway last year with two Lunch Your Tummy Right mobile tours—one that hit large fairs and festivals and another that visited retail partners and small venues. In partnership with Camp Woodward, the biggest action sports, gymnastic, […]