Author archive for Event Marketer

January 28, 2010

Live Translations: Sears Brings Spring To The Streets

Sears Roebuck and Co. brought its spring-themed TV spots to life in New York City last Tuesday. One hundred women dressed in identical apparel featured in the commercials walked together through Manhattan distributing style guides coupons and Gerber daisies. The models walked from Bryant Park to Grand Central Terminal and then to Times Square.

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January 28, 2010

Strategy: Equal Campaigns For Flavor With Double-decker Bus

Merisant's first-ever mobile tour for Equal is aimed at decommoditizing the sweetener brand. "We want to make Equal more of a visible choice than an invisible brand " John Callahan senior brand manager for Equal told Buzz. "People try Equal all the time—they know it's the stuff in the blue packets—but what we want to...

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January 28, 2010

Off Site from the NBA Jam Session: Volkswagen

About a mile away from the convention center Volkswagen engineered its own immersion to capitalize on All-Star Game fanfare. The automaker which is not an NBA sponsor took over a Tex-Mex restaurant and a parking lot across the street for the multifaceted VWIP Lounge. Here’s how it worked: Throughout All-Star weekend the eatery Cabo was...

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January 28, 2010

Field Report: NBA Jam Session

Houston’s NBA Jam Session drew more than 100 000 fans over five days to the George R. Brown Convention Center just a block away from the Toyota Center where the world’s best hoops players flashed their skills on Feb. 18 and 19. More than 300 staff and 1 500 volunteers made the Jam Session go...

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