Author archive for Event Marketer
Trade Shows: E3 Announces Major Revamp
Trade Shows: E3 Announces Major RevampIt’s another major sign of the industry’s evolution from massive one-off trade show exhibits to integrated event initiatives. The Entertainment Software Association owners of the evergreen videogame show E3Expo last week announced a major overhaul to the event.Organizers said that starting next year the event will move away from the...
Tactics: Melitta Arranges Campus Sampling Through Residential Life Offices
Tactics: Melitta Arranges Campus Sampling Through Residential Life OfficesMelitta USA is staking out college dorm rooms to build preference among the next generation of caffeine junkies. The company is seeding 36 college campuses—all in the Northeast—with a total of 300 000 coffee makers. On most campuses the units will be placed inside residence hall rooms;...
Activation: Maxell Leverages Its First X Games
Activation: Maxell Leverages Its First X GamesMaxell has made its first-year sponsorship of the X Games held last weekend in Los Angeles part of a multimedia campaign to reintroduce the brand’s iconic “blow away guy.”One key goal was generating “brand awareness with a group of young people who were not even alive when the image...
Strategy: UBS Enhances Orchestra Activation; Adds Minnesota To Lineup
Strategy: UBS Enhances Orchestra Activation; Adds Minnesota To LineupOrchestras have been one of its core sponsorship platforms for the last three years but financial services giant UBS says it’s leveraging better these days. Now the company is attempting to build in more exclusive experiences for its guests inviting clients to panel discussions with musicians and...