Objective of Event: Drive consumer consideration

Evian created quite a splash with month-long pop-up Detox Spas in New York City and Los Angeles as it built awareness for the health benefits of the product and reinforced its identity as a “spa in a bottle.” The spas also leveraged the excitement of New York Fashion Week and the Oscars as the consumer […]

Just when you thought every idea for a reality TV show and every concept for a pop-up shop had been used up, along comes an event marketing initiative that reminds us that—thankfully—there’s life left in both genres. The Meow Mix House was the world’s first reality show starring cats, and it was staged in a […]

With the success of its groundbreaking Potty Palooza mobile marketing tour—Charmin took clean and homey bathrooms to events all over the country—the folks over at P&G had unwittingly created a major problem. When it came to marketing toilet tissue, was there an event marketing campaign that could possibly top that one? The answer, of course, […]

When you think Indianapolis, race cars rather than nightlife come to mind, but Stellar Gin found the city hopping with happenings behind the velvet ropes of its upscale club scene. It was the ideal environment for a VIP program of exclusive events and concierge service to promote its new gin. Stellar Concierges served as in-market […]

Cingular created a national program targeting Mexican-Americans as part of its sponsorship of the Mexican national soccer team. The live events at stores and at the team’s games were backed by consumer promotions, media and athlete endorsements. To bring the sponsorship into stores, the brand’s Show Me Your Cingular effort allowed visitors a photo op […]