Objective of Event: Drive consumer consideration

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    Nike Builds a Futuristic Workout Facility for ‘Just Do it’ Campaign’s 30th Anniversary

    WHY THE JUDGES LOVE IT: Nike marked the 30th anniversary of its iconic Just Do It campaign with Just Do It HQ, a 21,582-square-foot futuristic facility in Hollywood that offered indoor-outdoor gyms, locker rooms, a media studio, a recovery center complete with cryotherapy, infrared light therapy, massage, NormaTec compression boots and electromagnetic pulse therapy. And… […]

  • Consumers Play Characters in HBO’s Immersive “Westworld” Experience

    THE SETUP: More people tuned in to the “Westworld” series premiere than any other series in HBO’s history. But with a 16-month hiatus between seasons, HBO needed to reignite and excite the fan base in the lead up to season two. What better place to light a fire among its fandom than SXSW? HBO recreated […]

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    Mentos Challenges a Student to Drive Campus Sampling

    There are large-scale sampling programs—and then, there’s the #SamHasMentosGum campaign. To boost engagement among a younger audience, drive sampling and earn national media attention, Mentos Gum activated a “Fresh Connections” experience during campus move-in week at the University of Wisconsin-Madison. There, the brand challenged a freshman named Sam to share 43,000 Mentos Gum bottles—one for […]

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    Dove’s Treehouse Lets Influencers Test New Products

    Dove Men+Care has been a frontrunner in the men’s grooming market since its debut in 2010. When the brand developed its first-ever line of nature-inspired products, maintaining its position in the category was just as critical as driving awareness and trial for its new “Elements” collection. Recognizing that a standard launch event wasn’t going cut […]

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    Mtn Dew’s On-Site Broadcast Studio Wows Hoops Fans

    NBA All-Star Weekend tends to be a slam-dunk for endemic sponsors like sports drink and athletic apparel brands, but for Mtn Dew Kickstart, finding a way to authentically insert itself into the conversation around basketball culture proved to be a challenge. So the up-and-coming mid-calorie beverage brand created the Closer Than Courtside experience, a series […]