Gallery
Brands Celebrate the In-Person Return of SXSW with a Flurry of Experiential Activity
The organizers and sponsors behind the South by Southwest (SXSW) conference and festivals have been “keeping Austin weird” since the annual event was established in 1987. And from March 11-20 after a three-year hiatus—the Texas-based event was canceled in 2020 and went all-digital in 2021—professionals from the tech, film, music and media industries gathered in...
How Klarna Leveraged the Hype Around NBA All-Star Weekend to Activate its Chicago Bulls Sponsorship
It wasn’t too long ago that shopping and payments service provider Klarna burst onto the gaming scene on a mission to leverage customized experiences to engage consumers around a major passion point. During NBA All-Star Weekend in Cleveland, the brand once again tackled a new sphere. From Feb. 18-20 at Cleveland Public Square, Klarna officially...
FX Promotes Black-owned Businesses and Season Five of ‘Snowfall’ with a Pop-up Marketplace
How experience-based ‘good will’ is driving affinity for the network’s hit drama series As the characters and plots on FX Networks’ hit series “Snowfall” evolve, so does the brand’s approach to promoting tune-in through experiential marketing. Case in point: ahead of season five, which centers on main character Franklin Saint and his growing Southern Los...
Leaning on Transparency, OGX’s Pop-up Explores ‘What’s Under the Cap’
In the beauty category, it’s all about ingredients and formulas. OGX zeroed in on this theme with a “Love is in the Hair” pop-up held Feb. 25-26 at the Santa Monica outdoor shopping mall to offer consumers an inside peek at the science behind its products. Brand ambassadors dressed in white lab coats directed consumers...