Objective of Event: Drive consumer consideration

If Halo 3 is one of the bestselling video games of all time, Halowood, its Beta Preview Launch, has to be one of the best celebrity parties ever. The launch party took over several Hollywood soundstages, transforming the space into a large-scale destination for celebrities, tastemakers and the media. From the exterior approach to the […]

Proving events can indeed push volume—“It taught us an amazing amount,” says NB head of marketing and promotions Karin Piscitelli—New Balance used its sponsorship of the LaSalle Bank Chicago Marathon to ring cash registers at retail. Customers who spent $100 on New Balance product at any of 25 participating retailers received a New Balance Marathon […]

Coca-Cola brought its sponsorship of the Olympic Torch Relay to life by creating the first-ever global mobile marketing tour. The relay hit 34 cities in 27 countries over a 35-day span, with Coca-Cola street teams in each location. Local Coke marketing teams helped create a relevant activation in each city: The Mexico City leg, for […]

Shell used a mobile tour to build some excitement around its Rotella brand among hard-to-reach trucking owner-operators, and the effort created measurable sales impact. The campaign, which started in 2004 and continued into this year, hit distributors, lube centers and truck stops. Shell required installers and retailers to make a purchase commitment in exchange for […]

Electronic Arts wanted to take high-def video game sampling beyond the standard retail and shopping mall experiences. So was born The Hub, an 18-wheel mobile tour that EA took to music festivals, community events, sporting matches and theme parks throughout the UK and Ireland last summer. The Hub was based on a tri-axle step framed […]