Festivals & Fan Cons
How the UFC Dominated Las Vegas with a High-Tech Takeover
What happens in Vegas stays in Vegas—unless you’re the Ultimate Fighting Championship. The mixed martial arts brand did anything but keep quiet in Sin City from July 7-12 during International Fight Week, which serves as the Super Bowl of UFC events. Attracting tens of thousands of fans from across the globe, the notoriously bold brand...
AT&T U-verse Draws Consumers with Graffiti Art
The sky was the limit for AT&T U-verse at the Austin City Limits Music Festival, where the brand promoted its GigaPower Internet and TV service through a host of engagements that aligned themselves with the event’s culture. Over two three-day weekends (Oct. 2-4 and 9-11), the brand offered demos by local artists, a recharge lounge...
How Activision Deployed ‘Dramatic Agency’ to Engage Fans
Activision’s Call of Duty: Advanced Warfare experience at E3 last year engaged fans as never before. How? Through “dramatic agency,” a term discussed by Rob Troy, chief creative officer, and David Wilson, executive producer, at Ant Farm, in their session on The Art and Science of Event Media at EM’s EventTech, which took place Nov....
Pandora Concert Rewards Country Music Fans in NYC
Pandora on Oct. 18 held a country music event, in an unlikely place—New York City. The event, called Women In Country, was free to Pandora listeners in the Big Apple who had either added stations based on the three female artists who performed—Martina McBride, Cassadee Pope and Raelynn—or had expressed preferences (thumbs up, station adds)...