Author archive for Kaylee Hultgren
Q&A: Meta’s Global Experiential Lead on the 2023 Cannes Lions Reels SuperStudio
“We’re still committed—I think even more so—to bringing back in-person experiences. Moving forward, ‘hybrid’ would be the word. The intention for the metaverse is to try to be expansive, and that means breaking down barriers and merging or blurring the lines between VR, AR and IRL. You need people to do that. People are always,...
SXSW 2023: White Claw’s Marketing VP Talks Activating for Music Fans at the ‘Shore Club’
SXSW tends to attract experiential marketing-focused brands during the “interactive” portion of the 10-day event, when the marketing and tech crowds are in attendance.
HBO’s In-world Immersion for ‘The Last of Us’ Wows Superfans
Generating interest in a series that has a built-in superfan base who is intimately familiar with the content ahead of time may seem like a marketer’s dream, but the intense scrutiny and pervasive demands to maintain “canon” usher in a unique set of challenges. Such was the case with HBO’s new post-apocalyptic series, “The Last...
HBO Marketing’s VP Talks Cultivating Fandom for ‘The Last of Us’
HBO’s new post-apocalyptic series “The Last of Us,” based on a 2013 video game of the same name, raked in 10 million viewers in two days across linear and HBO Max, making it the second biggest premiere on the network in a decade. But the marketing strategy started long before the show’s Jan. 14 debut....