Objective of Event: Generate interest among influencers

Signing up recruits during time of war is a challenge that the U.S. Air Force is overcoming by reaching its target (17- to 27-year-olds) through engaging experiences and cutting-edge technology. Its mission is to educate potential recruits about all aspects of the Air Force and show them that the Force is about much more than […]

To prove that its FJ Cruiser is a badass off-road contender, Toyota hit the road, literally, sending three teams of professional drivers across the country to reach off-road enthusiasts at small local gatherings, large off-road expos and trail parks. To make the experience last long after the thrill of on-site ride-and-drive experiences were over, Toyota […]

Verizon’s How Sweet the Sound gospel competition really struck a chord with the African-American community, a segment that represents a high lifetime value and incremental revenue opportunity for the wireless provider. The goal was to drive emotional engagement with the brand by intersecting with three key pillars of African-American culture: community, music and church. Choirs […]

To reach the multicultural college crowd, especially undergraduate fraternities and sororities, Sprite ignited the Sprite Step Off competition, a campaign that ultimately received more than 2.2 million page views online. Step dancing is a form of percussive routines in which the dancers use their entire bodies as instruments through a mixture of footsteps, spoken word […]

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 […]