Author archive for Rachel Boucher
Subaru Elevates WinterFest with More Partners and Builds
Subaru’s WinterFest, a weekend-based lifestyle tour that activates at mountain resorts throughout the ski and snowboard season, kicked off this year with more partners and an enhanced activation footprint. Subaru, which has entwined its brand with outdoor culture for decades, will make 15 stops on the 11-state tour. The first stop took place at Copper...
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...