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Article

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

Article

This article explores best practice in the area of experiential marketing, arguing that it is a technique, not a channel, putting the idea first, and thinking about media second.

Article

This event report outlines how brands can successfully fuse brand activation and promotions with advertising, drawing on examples from the Coca-Cola Co. in the US.

Case Study

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.

Case Study

This case study describes how online marketplace, Bukalapak, used a multichannel approach to persuade small- and medium-sized businesses to use its platform in Indonesia.

Case Study

This case study describes how technology company Lockheed Martin connected with STEM students in the US, through a group virtual reality experience.

News

DALLAS: One in three chief marketers around the world expect to allocate between a fifth (21%) and half of their budget to brand experience marketing over the next three to five years, a new survey has revealed.

Case Study

This case study explores how the ABS CBN Foundation, a non-profit, non-governmental organisation, launched a local campaign in Manila, Philippines to raise awareness of the city's polluted rivers, by collaborating with artists.

Case Study

This campaign explores how BMW Group, the German car manufacturer, launched a worldwide campaign, following a live event in Germany, to coincide with its 100-year anniversary.

Case Study

This case study explores how The Legacy Store Berlin, a graffiti culture and art tools shop, launched a national campaign to turn messages of hate into messages of joy through artists.

Case Study

This case study explores how Mastercard, the financial services corporation, launched a local campaign in the US to promote LGBT rights at the NYC Pride Parade.

Case Study

This case study explores how DOT, a corporation that produces products aimed at establishing blind and visually impaired (B&VI) people's right to access technology, ran a global campaign and launched the first braille smartwatch, which uses patented DOT Active Braille Technology.

Case Study

This case study explores how HBO, an American premium cable and satellite television network, launched a regional campaign in the US to promote its documentary series, 'Suited', which follows tailors who help find suits for gender non-conforming and transgender clients.

Case Study

This case study explores how LG Centrum System, part of LG Electronics, a South Korean multinational electronics company, ran an international campaign across countries including Germany, France, Spain, Russia, the US and the UK, to launch its new washing machine.

News

GURGAON: Brands in categories as diverse as auto and FMCG are exploring how they can best reach residents of upmarket condominiums in India's cities.

News

CHICAGO: Contours, the baby gear manufacturer, claimed the top "Super REGGIE" honour at the 2017 REGGIE Awards for the "Baby Stroller Test-Ride" campaign developed with agency FCB Chicago.

Article

This event report recounts how Bud Light, the beer brand, used experiential marketing to attract millennial consumers.

Case Study

This case study describes how non-profit organisation the Thai Health Promotion Foundation created AbsorbPlate, an innovative design inspired by the texture of sponge, that made Thai food less greasy, and helped tackle Thailand's obesity problem.

Case Study

This case study details how Intel, a technology company, delivered a unique exhibition experience at the Mobile World Congress in Barcelona, Spain.

Case Study

This case study reveals how Sure, the deodorant brand, activated a new communications strategy at music festivals in the UK to target young audiences.

Case Study

This case study details how Microsoft, an electronics company, celebrated the launch of its Rise of the Tomb Raider game for its Xbox gaming platforms in the UK.

Case Study

This case study describes how Cancer Research UK, a cancer research and awareness charity, increased awareness of legacy gifts through a tribute garden.

Case Study

This case study describes how Mary's Meals, a British charity, increased donations to provide school meals with its UK Lunchbox campaign.

Case Study

This case study explains how Lego, the toy company, built an emotional connection with Australian families in a Christmas campaign which increased sales.

Case Study

This case study describes how Cornetto, an ice cream brand, converted music, movies and festival into media vehicles, growing sales and recruiting new users in the process.