Posts tagged with ‘sponsorship activation’
Three Outdoor Events Offer Insights on the Benefits and Challenges of Activating Al Fresco
Activating outdoors may come with its share of obstacles, but as the industry navigates year two of the pandemic, brands continue to prioritize outdoor events as a safer alternative to engaging their audiences in enclosed spaces. The advantages are clear: The CDC says it’s safer, attendees have a higher level of comfort, and outside settings...
ComplexLand 2.0: How Complex Networks Engaged Streetwear Fans with a Gamified 3D Platform
ComplexCon is a tentpole event for Complex Networks that attracts nearly 60,000 rabid streetwear fans each year, so when COVID shut down the in-person festival in 2020, cancelling altogether wasn’t an option. But the resulting pivot to digital needed to go far beyond Zoom calls and flash sales to appeal to the event’s young, discerning...
Pride 2021: Brands from Skittles to Hulu Leverage Experiences to Support the LGBTQ+ Community
Brands did their best to commemorate Pride Month virtually in 2020. But at its core, Pride has always been about getting together in person to celebrate the LGBTQ+ community—and in 2021, those face-to-face experiences made a comeback. In addition to cheeky social posts and bold retail initiatives, several brands delivered in-person experiences to mark the...
Corona’s Mobile Locker Room Experience Engages Pacers Fans in Their Backyards
In the absence of packed stadiums, engaging consumers on their own turf has become a fruitful strategy for sponsors in need of fresh ways to connect with sports fans. Take the Corona Tip-Off, an eight-week experiential program that delivered a locker room experience directly to the homes of Indiana Pacers fans from Feb. 22 through...