Objective of Event: Drive consumer consideration

Other sponsors have attempted the New York City Marathon over the years, but none have come close to activating the largest one-day sporting event on Earth—attended by 2.5 million people and broadcast to 275 million viewers in 116 territories—like ING did last fall. The financial-services company, together with GMR Marketing, activated its first ING New York […]

The always irreverent Red Bull made yet another branded mark, this time at Supermoto events in Las Vegas and Dallas. Red Bull gave PGI the mission of finding non-traditional venues to create its motocross tracks on, and the agency delivered when it chose the (1) parking lot of the Rio Hotel in Sin City and […]

SoBe activated its sponsorship of the Gravity Games with an interesting mix of pre-event hype and at-event experiences that used a clear delineation of three distinct brands under one sponsorship umbrella. Before the event, SoBe got the program humming with a sponsorship of a related amateur skate park tour, tagged regional radio spots focusing on […]

A larger vehicle would have missed the mark. And we mean that. After all, Kellogg’s needed a sampling vehicle that was affordable, creative, and could easily get in and out of concert venues. Say hello to the All Terrain Freezer, the oversized mobile refrigerator the breakfast giant used to invade American Idol concerts. The objective? Serve […]

Hewlett-Packard let people know more about its digital cameras and entertainment products with the You + HP Experience, which hit 35 big events nationwide from March through December. It all added up to “by far the most interactive, immersive experience the company has ever created,” says Bob Major, HP’s event marketing manager. Two 70-foot trailers […]