Product-based Activation: Jeep Incorporates Vehicle Into Snowsports Competition

DaimlerChrysler’s Jeep leveraged its presenting sponsorship of a pro snowboarding competition in New York City last week by creating a structure that used a Jeep as a prop for part of the competition. During one segment...

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Retailtainment: Doritos Partners With Retailers Leading Up To Super Bowl XLI

A Super Bowl-weekend contest in Miami letting high-energy consumers seeking to be recognized as their team’s biggest fan was the culmination of a series of events for Frito-Lay’s Doritos brand. 

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Sponsorship: Ford Closes The Door On Open Wheel Racing

After learning that the biggest customer-facing benefit of its sponsorship is being phased out by the property Ford has terminated its sponsorship of Champ Car World Series racing effective immediately ending the company’s 15-year affiliation...

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Influencer Marketing: Gap Promotes (Red) Line Through Grammy Sponsorship

As part of its first-ever sponsorship of the Grammy Awards Gap transformed the traditional green room—where artists prepare to take the stage—into the (Red) Room. During Sunday’s event Grammy performers and presenters could check out...

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Proprietary Events: Dick’s Sporting Goods Ramps Up Its 2007 Adventure Tour

Year two of Dick’s Sporting Goods Outdoor Adventure Tour will include enhancements and additions spurred by feedback from customers and store managers following last year’s tour. The events which take place outside of Dick’s own...

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Bottoms Up!

Drink recipes provided by Carlos Boughton brand manager for Tecate and Bohemia at Heineken USA. TECATE MOJITOIngredients:·      Muddled mint·      Cane syrup·      Fresh lime juice·      Yucatecan rum·      Tecate Instructions:Muddle the mint in a glass add syrup lime...

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Streamlining the Event Registration Process

Whether you’re staging a 150-booth trade show or an intimate consumer event for 20 high-income influentials the one thing you need is a smart registration system. Registration software options can do everything from email marketing...

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Logistics: Geico Launches Month-long Spring Break Effort

Geico is camping out at two prime spring break locations targeting vacationing coeds for nearly the entire month of March in Panama City Beach FL and South Padre Island TX. The insurance giant just started 22-day...

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Sports Marketing: Canon Takes Tennis Strategy To West Coast

Canon is leveraging its multiyear partnership with tennis star Maria Sharapova in its activation strategy at the Pacific Life Open in Indian Wells CA. The sponsorship is part of the company’s expansion effort to include...

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How to Integrate YouTube Into Events

Prepare to ditch the creative briefs and the commercial-quality stuff. It’s time to go YouTube. The video sharing web site that’s getting more press lately than Britney’s breakdown (well almost) is making its mark on...

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