Objective of Event: Drive consumer consideration

Anyone who has seen its most recent ad campaign knows that Old Spice hasn’t been “your dad’s Old Spice” for a few years now. To keep its updated brand equity alive among up-and-coming male college students (and the women who smell them), Old Spice launched a six-campus Make a Smellmitment program where students could select […]

Carving out a presence at SXSW is no easy task. Neiman Marcus did it with style thanks to a fashionista-focused strategy that mixed compelling content and cutting-edge music with digitally shareable experiences. The luxury-centric Make Some Noise activation ultimately drove $1.2 million in sales across Neiman Marcus’s online shops in just two days—60 percent of […]

To kick off its new four-year deal with the NFL, Hyundai executed a total brand takeover of football’s biggest event: the Super Bowl. Leading the bold strategy was a roaming fleet of 10 metallic gold wrapped vehicles delivering social media-driven surprise and delight engagements to fans all over San Francisco. Three unique fan experiences—the NFL […]

MasterCard isn’t known for its heritage in rugby, so to give its brand a boost throughout its sponsorship of the 2015 Rugby World Cup, it unleashed #44daysofcrazy—a series of surprise and delight experiences that engaged fans over the 44 days of the tournament. From impromptu rugby anthems sung on the steps of the Paris Opera […]

One of the longest-running sports sponsorships in the industry became one of the leading sports sponsorships in the industry when it unleashed a series of technology-fueled “firsts” that gave tennis fans unprecedented access to the sport they love. The 2015 American Express US Open Activation kicked off with Rally on the River, the first-ever hydro-interactive […]