Articles
Guerrilla: Ikea Spreads Furnishings Throughout NYC
Ikea stormed into New York City during the International Contemporary Furniture Fair with a street campaign that brought the chain to life. The catch? The retailer wasn’t invited to the event. Instead Ikea set up shop across the street from the Jacob K. Javits Convention Center the fair’s home with its own Ikea Everyday...
Sponsorships: Lever 2000 And Tennis Make A Love Match
Unilever’s Lever 2000 brand has announced a multiyear sponsorship with the United States Tennis Association. Lever 2000 becomes a sponsor of the US Open the 10-event US Open Series and each of the series tournaments. The brand will use the deal to support its new Perfect Match co-branding effort with Unilever sibling Vaseline Intensive Care;...
Deals: Target To Light Up Broadway Under The Stars
Target signed as presenting sponsor of Broadway Under the Stars a free outdoor concert scheduled for June 26 on the Great Lawn in Central Park . The concert will feature Broadway actors (names are still tba but last year’s performance included Christina Applegate of the musical “Sweet Charity”) backed by a full orchestra. This event...
Proprietary Events: IBM Goes To India For Its Biggest Event Ever
Earlier this month IBM executed the largest live event in the company’s history—a town hall gathering for 19 000 employees in India including 10 000 in Bangalore and 9 000 linked by satellite from Delhi Kolkata Mumbai and Pune. The objective was to “demonstrate to IBM India and to the world that a model of...