Event Tours: Gallery Exhibits Help Lexus Introduce New Vehicle

Seeking a nontraditional way to introduce Lexus to a new generation of buyers—and reintroduce the marque to drivers whose perceptions of the brand might not be up to date—the luxury division of Toyota Motor Sales...

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Immersions: Gore Puts Customers In The Eye Of The Storm

 W.L. Gore & Associates’ Gore-Tex and Windstopper fabric brands are embarking on a first-ever mobile tour designed to give consumers an inside look at how durable the materials are. “We wanted to give people some insight...

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Campaign Launches: Frito-Lay Pops First Mobile Tour For New Lay’s

Frito-Lay North America has rolled out its first mobile marketing effort a 20-market tour behind Lay’s potato chips. With stops primarily at supermarkets the initiative is aimed at getting the newly reformulated snacks—they’re now cooked...

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Pop-ups: Pernod Wraps Initiatives Into Chivas Lounges; Others Activate In-store

After success last year with a touring golf-themed pop-up environment for The Glenlivet brand spirits marketer Pernod Ricard has unveiled a new pop-up initiative for its Chivas Regal brand. The Chivas Studio opened two weeks...

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Street Events: Cinemax Feels The Force For Star Wars; HBO Pumps Boxing

Cinemax used a four-pack of events to make fans of the Star Wars franchise—and cable affiliates—feel like the force is with them. One-day “Join the Jedi Order events”  (in New York City Los Angeles San...

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Hybrid Events: Nissan Layers Concerts On Top Of Ride-and-drives

Nissan kicked off a 10-city tour last weekend giving consumers the opportunity to test-drive 2007 vehicles and check out performances by national and local musicians including country star Jessica Andrews and pop singer Jody Raffoul. “This...

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Pepsi Rebrand Takes Event Savvy

LAUNCHING BRANDS IS TOUGH. Changing brands especially beloved 100-year-old-brands is even tougher. Witness the recent debacle that unfolded when Tropicana redesigned its orange juice packaging. After weeks of consumer outcry the brand dumped the new...

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Glacéau Pops Up in Manhattan

Fry an egg dance a jig or get jiggy with it. It’s easy to burn 10 calories and Glacéau splashed that message all over New York City during its launch of vitaminwater10 last month with...

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CitiField and Yankee Stadium: Head to Head

In New York City baseball season is as much a part of life as hot cabs cool cuisine and weekends in Sag Harbor. It is so much a part of the city’s history that many...

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Big Game Gets Hard Core in StL

The only game in Major League Baseball that doesn’t really count is always the second biggest event in the sport. That makes All-Star week one of the best opportunities for MLB sponsors to connect with...

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