Author archive for Kait Shea
Birchbox’s Pop-Up Lets Consumers Try Before They Buy
Birchbox redefined the meaning of BYOB in August with its biggest activation to date—a three-city tour that invited consumers to “Build Your Own Box” with its array of beauty products. With the three-day stints in Chicago, Atlanta and Los Angeles, the brand invited consumers to browse a handpicked assortment of makeup, skin care and hair...
How to Manage Crowds at a High-Profile Event
It was a once-in-a-lifetime opportunity—to coordinate guest check-in for Pope Francis’ processional through Central Park. The stakes would high, the Secret Service would be watching and there would be more than 80,000 anxious attendees to organize. Working in tandem with New York City Mayor Bill de Blasio’s administration, New York City-based startup Splash took the...
Nine Ways Brands Leverage Music to Draw Millennials
Music is a common thread that ties people of varying interests together. But in the world of experiential marketing, brands have their sights set on one very specific demographic when it comes to leveraging music-related events: Millennials. From electronic dance music festivals to Taylor Swift cameos, brands are reaching this coveted demo like never before...
How to Cultivate Authentic Brand Ambassadors
Brand ambassadors may be viewed as the face of a brand, but as live experiences continue to flourish, it’s more about what’s inside their head that counts. Gone are the days of relying on booth babes to recite a brand’s story. In today’s experiential climate, brand ambassadors not only need to be knowledgeable, but genuinely...