Author archive for Rachel Boucher
Q&A: How Cadillac is Launching its LYRIQ EV with a 360-degree Traveling Theater
To support the release of its first fully all-electric vehicle, the LYRIQ, later this year, Cadillac is building a story around the future of luxury with an immersive experiential installation traveling to iconic sporting properties and industry events. Dubbed The ELECTRIQ Theater, the unit is a tall cubed structure with LED surfaces inside and out,...
Chevy’s Enduring CMA Fest Program Returns with Rides, Vibes and TikTok Moments
A COVID-19 hiatus didn’t disrupt Chevrolet’s 17-year sponsorship of CMA Fest, which revved back up June 9-12 at the event in Nashville. The automotive brand returned as the fest’s Official Ride of Country Music, offering up free rides throughout the city as well as two sponsored live music stages—the Chevy Vibes Stage at the Walk...
Grand Ex 2022: Riot Games Unlocks the Best Campaign of the Year with ‘RiotX Arcane’
Riot Games' League of Legends is thought to be the world’s largest esports property with at least a dozen leagues that compete for a spot in the World Championship each year.
Buick Engages Female Car Buyers with Inspiring Content and Support for Athletes
For more than a decade, Buick has leveraged a strategic NCAA sponsorship to shift young basketball fans’ perceptions of the brand and bask in the media exposure surrounding March Madness. But for its 2022 program, Buick wanted to capitalize on its strong female buyer base (women are responsible for more than 55 percent of Buick...