Objective of Event: Generate PR impressions (on social and traditional media)

Press events often take on a formulaic feel. There’s the general session. The reveal. The demo. And the cocktail reception. For the reveal of its “Unlike Any” line of apparel and global women’s campaign, Under Armour took a page from the consumer engagement playbook for a fresh take on the traditional presser. The event in […]

Destiny is a sci-fi video game with immersive environments and storylines. For the much anticipated and long awaited release of Destiny 2, publisher Activision wanted to create a press event as immersive as the title itself, while engaging 30 million-plus players in the process. In other words: this was no “exclusive” affair. More than 1,000 […]

Fans of the Amazon Prime Video series “The Grand Tour” tune in to watch three motoring experts travel the world and attempt “extraordinary things” with automobiles, like becoming special forces soldiers, and going on a “gentleman’s tour” of Italy. To promote the second season to millennial men around the world, the brand turned to streaming […]

Woodford Reserve describes its target consumers as “spiritmakers” who want to experience all that life has to offer. And at the storied Kentucky Derby those spirit makers can drink a mint julip from a $1,000 limited-edition, sterling silver or 24K gold cup, thanks to the top-shelf bourbon brand. The tradition of the $1,000 Mint Julep […]

The cosmetics industry is cluttered and saturated, which is why CoverGirl, in an effort to break through, has been supporting women and girls in areas where they are underrepresented, in technology, engineering, entrepreneurship, media and sports, through its #GirlsCan initiative. But when it came time to activate its sponsorship of the NFL as Official Beauty […]