Rachel Boucher

In its biggest VidCon activation yet, YouTube immersed attendees in the original programming available on its paid streaming service YouTube Red through explorable vignettes on the convention floor. The activation at the online video conference, June 23-25 at the Anaheim Convention Center in Anaheim, CA, housed 10-foot by 10-foot movie-quality sets complete with special effects, […]

Activating a physical experience surrounding its wildly successful Ninjago franchise, LEGO this summer is giving kids across the U.S. the chance to compete in Quest2Ninjago, an “American Ninja Warrior”-inspired challenge course. The program, which kicked off in Austin on June 10 at Browning Hangar, is traveling to seven markets to reward fans and help build […]

Beauty editors and influencers on June 14 explored Maison Lancôme Paris at the Academy Mansion in New York City, which was transformed into themed product suites for Lancôme’s newest lines of color, skincare and fragrance. The historical venue on the Upper East Side was all about hands-on “play” with the products, from fragrance ingredients to […]

Empire State Development, New York State’s chief economic development agency, on June 3 launched the I Love NY mobile tour, a program designed to educate New York residents (chiefly) about all the destinations located right within their state. Housed in an eight-foot by 16-foot foldout trailer pulled by an SUV, the activation is targeting festivals […]

Budweiser this summer is serving up cold beers and a little local flavor with Budweiser Country Club, a two-level barn experience activating at four country music festivals. The program, which marks a significant expansion of Budweiser’s investment in country music, kicked off at Stagecoach Festival in Indio, CA, April 29-May 1. The open-air build out, […]