Festivals & Fan Cons
Acura Uses Biometrics for its ‘Mood Roads’ Activation at Sundance
Not all of the excitement at Sundance this year took place on the film festival’s movie screens. Acura, a seven-year Sundance sponsor, returned to the Festival Village with an activation that leveraged VR and brain wave technology to engage fans in a personalized NSX supercar experience. The 90-second engagement, dubbed Mood Roads, created a one-of-a-kind...
Gettin’ Jiggy With it: Brands Entice Millennials With ’90s Nostalgia
If you don’t think the ’90s were all that and a bag of chips, talk to the hand because nostalgia marketing is all the rage these days. In an attempt to stir up warm, fuzzy feelings about how good life was back in the day, brands are creating ’90s-themed experiences in droves to trigger emotional...
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...
Why State Farm is ‘Here To Help’ at Music Festivals
State Farm is on a mission to make the festival experience more pleasurable for music fans. Forgot your sunscreen? Toothpaste? Need a bandana? Pop into State Farm’s Here To Help house to pick up what you need.