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B-to-C EventsAdidas Pulls a Bait and Switch by Highlighting Women’s Sports at the Men’s World Cup
A quick “FIFA World Cup” Google search returns link after link pertaining to the men’s competition—even as the women’s tournament of the same name, taking place this summer in New Zealand and Australia, is on the horizon. It’s a predicament that adidas was keenly aware of when it prepared to take the world stage as […]
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B-to-C EventsSports Sponsorship: Inside Marriott’s Multi-day Super Bowl Sleepover Activation
What began for Courtyard by Marriott in 2016 as a one-off, mega-fan sleepover event at the Super Bowl has evolved into a “tentpole moment” that caps off a months-long, loyalty-driving brand campaign. As the Official Hotel of the NFL, Courtyard planted the seeds for its sixth annual Super Bowl Sleepover activation early this time around, […]
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B-to-C EventsInside PetSmart’s TAILgate Tour: Human-sized Hamster Wheels and Pet ‘Trading Cards’
We all think our pets are the best in the world—and we’re all right. It’s a sentiment PetSmart tapped into leading up to the Super Bowl in a season-long campaign aimed at fueling the connection between consumers’ love of pets and their passion for football.
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B-to-C EventsWhen the Brit Awards Ignored Female Artists, Budweiser Built Them a Stage
Budweiser’s roots in music run deep, so when the UK’s prestigious Brit Awards failed to nominate a female in the 2023 Artist of the Year category, the king of beers took matters into its own hands and passed the mic to underserved artists. On the eve of the Feb. 11 awards event at London’s O2 […]
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B-to-C EventsTetley Launches its ‘Live Teas’ Line with a Pop-up Focused on Mental Health
Navigating a giant shopping mall during a long weekend isn’t exactly a peaceful experience. But Tetley looked to change that at Toronto’s CF Sherway Gardens Shopping Centre with a moment of Zen amid the chaos. The brand activated a multisensory pop-up, Feb. 16-19, that served as a launch event for its Live Teas, a collection […]