Objective of Event: Generate interest among influencers

After a super-successful run with the first Bionicle tour in 2001, Lego headed out yet again last summer with a 2002 incarnation looking to obtain 300,000 targeted impressions and visit 1,000 demographic-rich locations over 10 weeks for a new Toa Nuva toy extension. The campaign was tailored to appeal to the “shredder teen,” that savvy […]

A 360-degree rotating auditorium designed to replicate a washing machine drum was the centerpiece of Whirlpool’s event on the French Riviera, aimed at impressing dealers, trade partners and the media. The brand hoped to build some excitement around its 15th year in Europe, setting the 10-day event against the backdrop of the Cannes Film Festival. […]

Toyota stayed low and under the radar with a youth-targeted retail program for Scion. Eschewing traditional marketing for personal one-to-one connections, Toyota launched Behind the Wheel to foster a conversation with Gen Y consumers that was real but not rushed, welcomed but not forced, and a catalyst for ongoing communications. The campaign toured 21 markets with […]

After a successful run with Rellim in 2002, Miller was back at bat, this time with a home-grown property used to infect urban-minded consumers with MGD messages. There are those who enjoy a particular band, and then there are the diehards. The brewer reached for the fanatics with a proprietary concert series of five shows in […]

Nintendo got its game face on last summer with its first proprietary property, a traveling concert series featuring top band Evanescence. The concert may have been the anchor, but US Concepts mixed it up with an on-site experience that mixed tunes, videogames, and lifestyle activities. The 25-market tour rolled into gear with a mobile “Nintendo […]