Author archive for Rachel Boucher
How Strategic Stunt Marketing ‘Drops’ Can Be Silent But Strong
File this under the “subtle, but not so subtle” stunt marketing category. To promote the release of the latest Jurassic Park movie, “Jurassic World,” Universal Pictures UK on June 5 dropped a dinosaur transport container in the middle of London Waterloo station. Labeled with the fictional InGen Technologies branding, the shipping container offered the warning:...
Inside Wellness Activations at Amgen Tour of California
As title sponsor of the 2015 Amgen Tour of California for a 10th year, Amgen, a biopharmaceutical company, deployed wellness activations at stops along the cycling route in the fan experience called the Lifestyle Festival. The race (owned by AEG) kicked off May 8 in Sacramento, traveling along California’s most recognizable roadways, highways and coastline...
Scenes From The Amgen Tour of California
The Amgen Tour of California is the largest cycling event in North America. Owned by AEG, it attracts pro-cyclists, including world champions, and is widely considered a precursor or practice event to the Tour de France in July. Engagement opportunities abound inside this eight-market weeklong event, both along the route and at a festival that moves to...
Taking a Tonic Journey With Bombay Sapphire
“The sixth floor, that’s where the really cool bar is,” says a woman to a friend in the elevator at Spring Studios in lower Manhattan, Tribeca Film Festival’s new-this-year event venue. It was home to the festival’s Storyscapes Exhibit and Lounge, presented with headline sponsor Bombay Sapphire April 16-18, that showcased five interactive projects by...