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Q&A: Boardroom’s CMO on Brand Growth, Social Amplification and Navigating the Metaverse
A social-first marketing philosophy is easy to envision but a lot harder to execute. But Boardroom, the sports business media network founded in 2019 by Kevin Durant’s investment company 35V, is one brand that truly walks the walk. What started as a series on ESPN+ has evolved into newsletters, podcasts, premium video, written editorial and...
How Barone Fini’s New Wine Label Helped a Sampling Campaign Take Flight
Italian wine brand Barone Fini’s Pinot Grigio: Valdadige is a best-seller, but with the launch of a new label that replaces the family crest with a hot air balloon icon, the brand saw an opportunity to promote this new positioning and drive trial among affluent wine-drinkers in the process. Leaning into that hot air balloon...
Mezcal El Silencio Hosts a Multisensory Spectacle in the Desert to Launch its New Hotel and Distillery
For a brand called El Silencio, the company sure made a racket for the grand opening of its hotel and distillery in Mexico. The artisanal mezcal maker has a rich storytelling history and a penchant for flirting with behaviors and practices that live just below the surface of society, which served as ample fuel for...
Reverse Pivots: Inside Michelob ULTRA’s Reboot of its MOVEMENT Live Platform
Sometimes, an epic roadblock, like a pandemic, can lead to growth for experiential programming. Just ask Michelob ULTRA, which is reverse-pivoting its fitness platform MOVEMENT Live into a hybrid experience that will deliver on the scale that its lockdown-era virtual version provided, while bringing consumers together in person to celebrate wellness with the sweet reward...