Objective of Event: Drive consumer consideration

The Camp Jeep owner-loyalty program has long helped Jeep cement relationships with its passionate consumer base in the great outdoors. But would the concept work among new prospects—and inside a convention center? Betting the answer was yes, DaimlerChrysler deployed a scaled-down Camp Jeep at the New York International Auto Show, setting up a 30,000-square-foot indoor […]

What was Meow Mix doing signing a two-week lease for a 2,500 square-foot storefront in a high-traffic area in Manhattan? Launching a pop-up shop—in this case, a temporary restaurant for cats and their owners—to introduce the brand’s first wet cat food. The Meow Mix Café featured a large dining room (for pets and people), a […]

A month before Athens went flame-on, Nike was on the streets of New York City with a grassroots program that tied its new Speed product line to summer, running and community competition. Mimicking the Olympic spirit of friendly competition, the six-day Speed Showdown took advantage of rivalries among New York’s five boroughs to find the […]

Educating consumers about the latest wireless products was the goal of the Sony Ericsson Rocks campaign. And keeping the demonstrations hip and cool was the path it chose to take. In malls across Canada, Sony Ericsson set up an exhibit that featured hands-on displays, special retail offers and games, plus live musical performances (Sony recording […]

Tablet PCs—those snazzy computers that can capture input through their write-on screens—might seem intimidating to technophobes. To demystify the machines in a pressure-free environment, Gateway set up shop next to a shopping mall Santa during the holiday rush. Targeting high-HHI holiday shoppers at the Beverly Center mall in Los Angeles, the campaign highlighted its Tablet […]