B-to-C Events
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....
Amex Activates Hawks Island for Football Fans
American Express on Oct. 18 provided Seattle Seahawks fans with their very own tailgating oasis in the form of Hawks Island—a first-of-its-kind pregame experience held on a 200-foot barge in the Puget Sound. Free to cardmembers over the age of 21, the event offered complimentary food and beverages and live entertainment from 9 a.m. to...
Uniqlo Promotes its Chicago Store Opening with Train Parties
Japanese clothing retailer Uniqlo took commuter events to a new level with a total train takeover to promote the opening of its first Midwest store in Chicago. The brand wrapped a Chicago Transit train in graphics and hosted consumers on 15-minute party loops (on the El, Downtown Loop) while delivering messaging and serving up prizes....
Three Tips on Building your Brand Story
The best brands with the best campaigns succeed by communicating brand stories that are on-point, on-brand and rise above the clutter of the crowded marketplace. That was the message of branding and advertising expert Allen Adamson, who delivered the opening keynote at EventTech 2015, which took place in Las Vegas Nov. 2-4. Adamson is the...