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St. Jude Medical Immerses Doctors at Booth Experience
St. Jude Medical’s presence at TCT 2008, a medical trade show that takes place in Washington, D.C. each fall, was quite an operation. The medical device and technology company launched a new cardiac product—the Angio-Seal Evolution—and drove physicians to product demos at its trade show booth with an integrated campaign that took place before, during...
P&G Activates Monster Sponsorship in 60 Days
In what may be the fastest turnaround of an Olympic sponsorship deal ever, Procter & Gamble signed, sealed and then delivered its first-ever P&G Family Home in about 60 days. Taking over the USOC family program from now-departed sponsor Bank of America, the consumer-product giant turned a conference center on West Hastings Street into a...
BlackBerry and RIM Boosts Awareness on U2 Tour
BlackBerry hit the road on the U2 360 World Tour with multiple objectives in mind. One: reach a global audience and change the perception that its smartphone is only for the business user. Two: give RIM business units an opportunity to use the sponsorship as a corporate hospitality perk (key clients were treated to a...
Sony Taps into Soccer Fever to Create Buzz for Camera
Some people see romance in the moon and stars of the night sky. Sony had a different vision: Twilight Football (or soccer, to us Americans), a series of seven matches that took place on Sept. 22, 2009 during the hour of twilight as it moved across the world in stunning locations that included Iguacu Falls,...