Author archive for Rachel Boucher
Canceling Your Event? Four Insights on Pivoting to Digital
As brands scramble to reimagine their events in the wake of cancellations resulting from the coronavirus (Covid-19) outbreak, there is a resurgence of interest surrounding the virtual event space—one that looks a whole lot different than it did 10 years ago. Live broadcasts and on-demand content are ubiquitous in the industry today. But despite the...
Stella Whisks Consumers Away to an Elevated Biergarten-style Event
Stella Artois is known for serving up experiential marketing that elevates the act of drinking beer, encouraging consumers to sip, savor and socialize. The brand has partnered with a host of experts to execute its ideas, including a sensorial expert for a multisensory dinner, and an astrophysicist for an audio-reactive star installation. This year, to...
Cruise Takes Cues from the Museum Space for its Origin Launch Event
The future of mobility is a complex subject, so for the launch of its autonomous production vehicle, Cruise Origin, Cruise turned to museum-style installations to introduce press and employees to the self-driving, all-electric vehicle. The event needed to illustrate that Cruise Origin is not a concept vehicle (it’s ready for production), and that it’s going...
A Media Buy Evolves into a Live Event for MINI Ahead of its All-electric Launch
Sometimes, a billboard is too flat and a static car display doesn’t tell the whole story. To support the March 7 launch of its new, all-electric MINI Cooper SE, MINI transformed a proposed media buy into a live event program that took advantage of one of the brand’s top markets: Miami. Aligning with the lead...