Objective of Event: Generate interest among influencers

Creating one’s own proprietary event property for 20,000 consumers isn’t for the faint of heart. It’s a massive, risky undertaking. But Nike adhered to two key strategies that serve as best practices for any brand thinking about creating its own proprietary event.   First, Nike was ultra-picky about the partners it brought in. “The Expotique […]

When 20-something women think of Dockers, they probably aren’t visualizing a quintessential feminine clothing line, so the brand launched a nationwide series of style sessions to change its perception among young women. At the exclusive invitation-only gatherings, a select group of influencers were given the opportunity to experience Dockers’ Fall 2007 product line with the […]

McDonald’s needed a super-sized idea for reconnecting with young adults. (You know, those highly coveted yet squirrelly 18-to-24-year-olds with a finely tuned B.S.-meter that goes off at the first sign of old school-style marketing and advertising? Yeah, them.) So to show them that Mickey-D’s gets who they are and what they’re about, the brand tapped […]

More than 300 key media members turned out for the Samsung Global Road Show, where the brand highlighted its newest products, technology and plans for the year ahead. The 2005 show featured three distinct sections. The Samsung Experience was held at Samsung’s concept store at the Time Warner building in Manhattan. An event with Samsung […]

Dodge’s new muscle car made a big entrance at Detroit’s North American International Auto Show in 2005, as the brand reintroduced a model that hadn’t seen the streets in 30 years. A band played hits from the 1960s and ’70s to work the crowd leading up to the unveiling. The reveal began with a spokesperson […]