Technology
The Event Marketer’s Guide to Engaging Superfans
The superfan demographic is a force to be reckoned with, but to tap into its power, brands need a genuine understanding of how the subculture operates.
Fans Put Under Armour’s ColdGear Apparel to the Test at the World’s First ‘Ice Gym’
Even the toughest fitness buffs struggle to stay active in extreme temperatures, so to tout the benefits of its UA ColdGear apparel, Under Armour did something extreme, too. Enter: the world’s first Ice Gym, an immersive fitness environment where consumers could test the technology behind UA ColdGear through curated cold-weather workouts activated inside an “igloo.”...
Canon’s ‘Portals’ Pop-up Teaches Consumers How to Snap Better Social Media Pics
In this day and age, anyone with a smartphone is deemed a photographer, but to illustrate the creative opportunities its cameras offer, Canon is delivering a hands-on photography experience to help consumers take their shooting skills to the next level. The pop-up, dubbed Canon Portals, takes attendees through six vignettes, or “portals,” designed to educate...
Multisensory Moments, Product Drops: Inside Reebok’s First ComplexCon Exhibit
With its steal-worthy product drops out of a box truck built into the exhibit, bright a/v concepts, multisensory elements, retro colors and infusion of archival content, Reebok made a bold debut at ComplexCon, the annual event for sneakerheads and hypebeasts put on by media platform Complex, this year Nov. 3-4 in Long Beach, CA. And...