Author archive for Rachel Boucher
Hellmann’s Invites New Yorkers to World-Record Picnic
Hellmann’s on Sept. 24 invited 500 New Yorkers to lunch at Hudson River Park’s Pier 84 as it broke the Guinness World Record for longest picnic table in honor of the mayonnaise brand’s 100th birthday. The record previously stood at 305 feet and three inches; this table measured 320 feet and two inches. The public...
Merck Pop-Up Schools Canadians on Allergy Symptoms
To drive trial of its allergy control product portfolio during peak allergy season, Merck Consumer Care Canada activated a suburban-style pop-up in bustling urban centers in three major cities. The Allergy Relief House visited Vancouver in April and May, Toronto in late May and June, and Montreal in September. The 30-foot by 40-foot structure, complete...
American Express Charges EM’s Own with Parade Duty
Under the cover of darkness, 4:30 a.m. Aug. 22, I set off for Provincetown, MA, a top LGBT summer destination located at the tip of beachy Cape Cod. Cape traffic can be pretty miserable, though not at that hour, and so in those peaceful early morning hours, iced-coffee in hand, glowing sun rising above the...
How SXSW Crowdsources its Content with PanelPicker
Five years ago South by Southwest waded into the crowdsourcing pool, allowing its attendee community to submit and vote on conference session topics and speaker proposals. PanelPicker, as it is called, started relatively small, but it now forms the backbone of SXSW’s content development structure and is managed year-round. We’ll explore various crowdsourcing models, what’s...