Technology

It’s not everyday you come across a swimsuit-clad model showering in a storefront, but that’s what consumers experienced this summer as Sony Mobile partnered with T-Mobile on a series of five stunts across the country to promote the launch of Sony’s water resistant Xperia Z phone.

To drive trial of its feminine care products, U by Kotex throughout August is engaging girls before performances at American Idol and Bruno Mars concerts via a series of interactive on-screen questions. Called “U Decide” moments, the activation consists of five 30-second spots that ask fun, lifestyle questions such as, “What would you not let anyone decide for you?” The girls respond via Twitter and Instagram on their mobile devices and tweet to receive a free sample.

If there is anything more ubiquitous than measurement in discussions of event marketing, it’s technology. Everything from event management dashboards and CMS to mobile apps, NFC and flexible displays is a part of every conversation and every event. And so it should be. Technology has made this industry more efficient, effective and powerful than almost […]

Last year, New York-based Friendship Dairies saw big, national competitors encroaching into its home territories in Connecticut, New Jersey, New York and Pennsylvania. So to battle back the Chobanis and Daisys at the gate, the brand, a division of Saputo Dairy Foods, began crafting the Fit to Go Mobile Mixer Tour—a first-time foray into the event marketing space for the brand—and prepared to launch itself into the social media sphere as a support for the tour and a permanent home for the brand’s online fans.

There’s a new breed of concertgoers emerging in this digital landscape—two out of every three of them has a smartphone, and more than half share content online. Kellogg’s Pop-Tarts is leveraging the power of these “digital concert groupies” through the free concert series Crazy Good Summer, a program designed to engage teens with their favorite artists in and outside the live music experience.