Author archive for Kait Shea
Data Collection: Continental Tire Scores With Basketball Fans
Continental Tire is no stranger to non-endemic sports sponsorships—its partnership with Major League Soccer has been paying dividends since 2010. Now, thanks to a host of college basketball partnerships, the brand is extending its presence in the athletic space with a 360-degree campaign aimed at boosting brand visibility and collecting that ever-valuable fan data. In...
Q&A: Infiniti on the Benefits and Challenges of Biometrics
Building emotional connections with event attendees has always been at the heart of experiential marketing, but until recently, finding a way to quantify those feelings has been a challenge. Now, as the fields of biometrics and wearable technology continue to advance, event marketers are equipped with the tools they need to gain insight on how...
Gettin’ Jiggy With it: Brands Entice Millennials With ’90s Nostalgia
If you don’t think the ’90s were all that and a bag of chips, talk to the hand because nostalgia marketing is all the rage these days. In an attempt to stir up warm, fuzzy feelings about how good life was back in the day, brands are creating ’90s-themed experiences in droves to trigger emotional...
Brands Leverage Experiential to Connect With the LGBTQ Community
When the rainbow flag was raised in 2011 in celebration of the Marriage Equality Act, it marked a critical shift in the way Americans perceive the lesbian, gay, bisexual, transgender and questioning (LGBTQ) community. And brands didn’t waste any time incorporating the spirit of acceptance into their event marketing strategies. LGBTQ events today have become...