Objective of Event: Drive consumer consideration

Mountain Dew is known for being an edgy brand, so when Pepsi-Cola was considering live marketing as part of the campaign to relaunch Diet Dew, everyone involved knew it would have to be big. The company settled on a two-pronged approach. One element was a massive, one-day national sampling effort designed to get the entire […]

Interactive and eye-catching (pun intended) mall events helped Revlon get women to try Fabulash mascara. Two towers with eight built-in flat-screen monitors flanked the event area, with djs providing the soundtrack. “Virtual makeover” kiosks allowed visitors to get an idea of what different makeup combinations would look like—colors were added to a digital image of […]

General Motors took its Auto Show in Motion ride-and-drive tour to the next level with The Drive, an 11-acre public test track situated in a formerly run-down parking lot just off the Las Vegas Strip. With the high-touch, low-sell atmosphere, GM’s main goal was to impart more knowledge about its cars to thousands of potential […]

An integrated effort that included TV and web components as well as live events in malls, the Red Chair campaign was such a success that RadioShack stores actually ran out of featured products during the campaign. Timed to push traffic and specific vendors’ products during the holiday rush, Red Chair was a way to put […]

GapBody set out to talk to women ages 18 to 35 about something they don’t like to discuss at home—let alone in the middle of a shopping mall—their bras. “Because it’s odd for someone to talk about bras, we wanted to build an experience with something fun to do instead of being overly marketing to […]