Objective of Event: Drive consumer consideration

Music fans want VIP access, and Citi wanted its customers to know they care, so when it set out to leverage its sponsorship of the Rolling Stones 50 & Counting Tour, the play was both perfect and well considered. The program allowed Citi to promote Citi Private Pass, which rewards card members with exclusive perks. […]

If you want to hit the youth market, then get with the killer tunes, yo. Honda’s ready to show you how, and with its Civic Tour last year, it proved it’s got the chops to make it rock. For this car brand, it was all about partnering with an artist with legit mass appeal for […]

Pepsi took its sponsorship of the biggest media event of the year, the Super Bowl halftime show, and set out to make it bigger by using a series of events to build excitement around the show and make it the most viewed television event in history. Goals like that can make your event a winner—achieving […]

Look out Fantasy Football. The “other” football (that’s soccer, for all you Americans) is making a play in the world of strategy-based gaming thanks to a new app by Heineken that gives fans the chance to prove their own soccer skills and instincts during their favorite UEFA Champion’s League game. Users set up a simple […]

AOL is a media juggernaut, and rolling off the success of last year’s National Sales Conference, the brand pushed straight into its second annual NewFront event, a digital media take on traditional TV upfronts where networks show potential advertisers the upcoming season’s shows. The objective was to provide a platform for AOL to debut its […]