Objective of Event: Drive consumer consideration

What better way to connect with consumers than to treat them like family? And that’s just what Burger King did via BK FamFest, a six-city festival that traveled to public parks in top African-American markets with a free day of family-reunion style fun including entertainment, local djs, family-friendly activities and BK product sampling. At the […]

Think ladies only buy plastic bowls at house parties? Or lingerie? Think again. On May 19, 2009, Ford tied the fun of having a neighborhood party with its sponsorship of “American Idol” to create 1,000 in-home events where women (and a few men) got to watch the first night of the show’s two-day finale with […]

To drive consideration among its dance music-loving, 18- to 24-year-old male target audience, Diageo’s Smirnoff Vodka in the summer of 2008 created unique mini-festivals within larger Australian music festivals called Area 21. Under the shade of an igloo-shaped band shell, festivalgoers were invited to imbibe at a fully operational bar, check out headline musical acts, […]

Yahoo! has been offering editorial coverage of the Olympic Games on its Yahoo! Sports website for several years but for the first time it invited fans to become a part of the action during the 2010 Winter Games. The brand transformed a former Mini Cooper dealership in Vancouver’s Yaletown district into a cozy, fan-friendly “Fancouver” […]

The massive Coca-Cola experience had lines up to two hours long at the 2010 Winter Olympics, but those who waited were rewarded. The 8,600 square-foot Coca-Cola Pavilion experience began with high-fives on the way in from perky brand ambassadors hell-bent on making visitors happy. Next came a mini museum tour of Coke memorabilia and displays […]