Author archive for Rachel Boucher
How Hennessy Raised a Glass to the Lunar New Year and Resonant Multicultural Marketing
It’s hard to replicate the multisensory environment of a nightlife event through a screen, but to infuse a rich and relevant dose of culture on top of that is an added challenge Hennessy is well equipped to meet. The brand, which puts celebrating cultural diversity at the heart of its organization and its marketing, created...
FX Delivers Service with a Season Premiere in an Experiential Drive-Thru Car Wash
Ahead of the fourth season premiere of “Snowfall,” a crime drama set in 1980s Los Angeles during the first crack cocaine epidemic, FX activated an experiential drive-thru car wash that would provide consumers with a useful service while driving tune-in among new and existing viewers. Held over the weekend, Feb. 19-21, at the real-life NCM...
For its Super Bowl LV Experience, RISE Focuses on What is Gained in Virtual
RISE, an organization founded in 2015, and whose mission is to use sports to improve race relations, has always leveraged storytelling as a medium to engage audiences at events like Super Bowl. Its Champions of Change experience, which activated in 2019 and 2020 in-person at the big game, is a multi-layered immersion that allows attendees...
Super Bowl: Frank’s RedHot Challenges Fans to Tweet for ‘The Big Pour’
Like chocolate is to Valentine’s Day, hot sauce is to the Super Bowl. For Frank’s RedHot, it’s one of the most important weeks of the year to rise above the feeding frenzy and drive consumption of its game-day ingredient. To that end, the brand has launched an interactive social media challenge ahead of the championship...