Author archive for Kaylee Hultgren
Twitch CMO Doug Scott Dishes on Experiential in Gaming for Virtual and Beyond
Twitch’s daily users nearly doubled in 2020, from 17 million to 30 million, thanks to pandemic lockdowns and the digital nature of online gaming. Experiential marketers, in turn, have jumped at the opportunity. Lexus asked the Twitch community to design a tricked-out version of its new IS model. Honda launched its new Civic exclusively on...
Tazo Tea Embraces Climate Justice With a Tree-Planting Cause Marketing Initiative
Trees can transform neighborhoods by absorbing air pollutants, adding greenery, enhancing air and water quality and lowering energy costs, among other things. But not all neighborhoods enjoy these benefits equally. Tazo Tea is looking to change that with a new climate justice cause-marketing campaign targeting economically disadvantaged neighborhoods and communities of color. The brand’s new...
VisitLEX Leans on ‘The Queen’s Gambit’ and a Local Experiential Campaign to Boost Travel and Revenue
The tourism and hotel industries have taken a serious hit this past year as a result of the pandemic. To top it off, the two are intrinsically linked from a revenue standpoint since tourism boards are often funded primarily through hotel bed taxes. For VisitLEX, the tourism office of Lexington, KY, that meant the marketing...
OMEN by HP Livestreams a Video ‘Game Show’ to Casual and Competitive Gamers
Courting competitive gamers had been its specialty for years. But with an eye on additional accessible markets, OMEN by HP in 2019 decided to expand its marketing focus to include casual gamers, too. The experiential strategy includes integrating aspects of mainstream culture, including fashion and art, into livestreams that highlight passion points for this audience...