Objective of Event: Generate interest among influencers

Kenmore is revamping its image with a new logo, product line and website to connect with today’s consumer. As part of an integrated marketing campaign, the 90-year-old brand stepped out of Sears stores and into a former art gallery it transformed into the Kenmore Live Studio, where it showcases new products and delivers top-notch experiences […]

Anyone who has ever targeted action sports enthusiasts knows how hard it can be to get their attention. You have to present a pretty tempting offer to lure them away from the adrenaline highs they get riding their surfboards, snowboards and BMX bikes. You also have to appeal to their counterculture sensibilities—these are the people, […]

Method wanted to take its all-natural homecare products out of grocery stores where it’s hard to differentiate itself from other cleaners, and group all of its products together to tell one brand story. The strategy: recruit brand evangelists (women 26-40 years old) to generate buzz and build brand loyalty. The tactic: use pop-up shops in […]

Hyundai’s heart-pounding Adrenaline Tour put drivers behind the wheel and the Korean automaker top of mind among new car buyers as it generated test-drives, media and consumer attention, interest and brand perception for the high-performance 2010 Genesis Coupe. In February 2009, Hyundai announced its partnership with Rhys Millen Racing and Red Bull Energy Drink as […]

American Express has been a sponsor of the US Open Tennis Tournament since 1994, and with a 20,000 square-foot event footprint, the brand is hard to miss. But with great power comes great responsibility. If Amex was going to maintain its reputation as a top dog at the event, it needed to know which engagements […]