Objective of Event: Drive consumer consideration

The mechanical bull-style shoe may have caught attendees’ attention, but it was just one of many live+digital experiences at the Brooks Run Happy Island exhibit—part of a three-year program designed to get shoes into the hands (and on the feet) of consumers. Central to the 6,000-square-foot experience was an improved lead collection system (it had […]

Times Square may have seen it all in its 104-year run as the center of the known universe, but it’s never seen this. To reignite brand loyalty for its Star Wars products and build excitement for the TV launch of the series “Yoda Chronicles” on Cartoon Network, LEGO designed the Secrets to Reveal campaign. The […]

Nike at a marathon. Coke at a county fair. Intel at an electronics show. These kinds of endemic sponsorship stories all make sense to us, and to the attendees who frequent the events. But how do you make a non-endemic brand relevant to an event where it traditionally may not belong? Esurance is an online […]

It’s tough to make a splash in the automotive space these days. Heavy-duty truck manufacturer Quester rose to the challenge with a launch event that transformed the typical auto reveal experience into a series of “wow” moments brought to life through the use of interactive technologies and large-scale projections. The unveiling of the truck revolved […]

The auto show circuit can be a pretty predictable platform when it comes to event marketing tactics. Lots of slick, high-tech interactives and touch screens. Plenty of high-speed driving simulators. And more than a few “design your own car” experiences. It’s all good stuff, to be sure. But it doesn’t always convey the kind of […]