Articles
Tactics: Melitta Arranges Campus Sampling Through Residential Life Offices
Tactics: Melitta Arranges Campus Sampling Through Residential Life OfficesMelitta USA is staking out college dorm rooms to build preference among the next generation of caffeine junkies. The company is seeding 36 college campuses—all in the Northeast—with a total of 300 000 coffee makers. On most campuses the units will be placed inside residence hall rooms;...
Activation: Maxell Leverages Its First X Games
Activation: Maxell Leverages Its First X GamesMaxell has made its first-year sponsorship of the X Games held last weekend in Los Angeles part of a multimedia campaign to reintroduce the brand’s iconic “blow away guy.”One key goal was generating “brand awareness with a group of young people who were not even alive when the image...
Strategy: UBS Enhances Orchestra Activation; Adds Minnesota To Lineup
Strategy: UBS Enhances Orchestra Activation; Adds Minnesota To LineupOrchestras have been one of its core sponsorship platforms for the last three years but financial services giant UBS says it’s leveraging better these days. Now the company is attempting to build in more exclusive experiences for its guests inviting clients to panel discussions with musicians and...
Hispanic Marketing: Sprint And Dr Pepper Use Concerts To Make A Connection
Hispanic Marketing: Sprint And Dr Pepper Use Concerts To Make A ConnectionSprint Nextel is targeting Hispanic consumers with a title sponsorship of rock band Maná’s upcoming U.S. tour. As part of the on-site activation consumers will be able to text messages and pictures to a large Sprint Nextel-sponsored screen that’s visible to the entire audience....