Author archive for Rachel Boucher
How Intel Extreme Masters is Driving the Growth of Esport Tournaments
It’s eerily quiet in the halls of Oracle Arena in Oakland, CA, when I arrive Nov. 20 for Intel Extreme Masters, or IEM—the longest running esports tournament in the world. Two groups of middle school-aged boys pass each other in the hall and offer an update: “Nine to two already? Holy shit.” I veer into...
Viral Stunt: How a Baby Stroller Brand Pushed Adults to Demo
Baby product manufacturer Kolcraft promoted its new Contours stroller system with an experience that every adult (or perhaps just us) has fantasized about at one time or another—a ride in an oversized stroller.
Throwback Events Promote JetBlue’s Service to Palm Springs
A 1960s-inspired travel agency pop-up and gate-side fashion show helped JetBlue celebrate its inaugural flight from New York City to Palm Springs for the season. The events, which took place Nov. 11-12, were inspired by the brand’s custom RetroJet put in service for the seasonal flights to the warm California oasis. It also paid homage...
Tailgating: State Farm Drives NFL Game Days from a Tiny House
State Farm created a physical manifestation of combined home and auto insurance coverage with the RoadHouse, a “tiny house” on an extended 15-foot Ford F350 Dually pickup truck that’s engaging tailgaters at NFL games this football season.