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Mattel’s Color Shifters Tour Hits Canadian Highways
To introduce Canadian kids and their parents to its new Color Shifters line of diecast cars, Mattel’s Hot Wheels brand created a life-sized color shifting Ford Mustang, which it showed off in 50 markets summer 2010. The tour began on June 29 and planned to hit retail partners, festivals, urban and rural areas. The star...
Sears’ Flash Mob Cooks Up Interest in Chef Challenge
Sears organized a flash mob at Chicago’s Navy Pier to drive consumer interest in its Sears Chef Challenge cooking competition, at the brand’s Kenmore Live Studio pop-up shop that night. Part of a series of events, the competitions awarded the winners of each round with various prizes, including kitchen appliances and a donation to the...
New Balance Raises the Bar on Staff’s Role at Retail Events
The digital age has helped transform the typical event staff from warm bodies to tech-savvy, data-collecting machines. More and more, brand ambassadors are being asked to collect consumer information with a handheld device or to report back via web-based software. They’re also being trained to add subjective feedback to objective data captured, oftentimes reporting it...
Nokia Turns New Product Campaign Over to Bloggers
When Nokia released its N97 multimedia device targeting early adopters of the latest and greatest in technology, it handed its campaign and device over to bloggers and invited them to post their discoveries online during a two-week tour to Chicago, Los Angeles and San Francisco. Challenges included reaching out through various online channels and hosting...