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American Express Refreshes it US Open Experience
American Express is a long-time sponsor of tennis’ US Open, but the brand was looking to reinvigorate its on-site activation. The result: the 2,500-square-foot US Open American Express Fan Experience. For starters, American Express came up with the Court Curator, an interactive touchscreen app that created an individualized itinerary for attendees. It informed fans of...
Activision Breaks Records with Call of Duty: XP Event
It will go down as the event that showed the industry how to combine dozens of best practices and the hottest event marketing trends into a single blockbuster campaign. And it proved that experiential marketing had the power to drive $1 billion in sales. The event, Call of Duty: XP, immersed fans in “Modern Warfare 3,”...
Olympic Spirit Revs Up Sales for BMW
Even for the ultimate driving machine, it isn’t easy to stand out in the luxury automobile segment. And owner retention can be a particular challenge in a market full of worthy competitors. To show how its cars stack up against those rival manufacturers, BMW invited its existing owners to test-drive its 6 Series cars as...
Chefs and Test Drives Amp Up Cadillac’s Mall Tour
Cadillac’s Culinary Challenge put a new spin on the old mall tour. The ride-and-drive experience with culinary and lifestyle twists traveled to 14 luxury malls, spicing up the experience with test drives of Cadillacs and competing vehicles and a cause- marketing overlay. After a few years running the Culinary Challenge, Cadillac expanded on the competition between...