Sponsorships
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B-to-C Events
So Delicious Talks Multisensory Sampling in a Giant Pint at Lollapalooza
A little mystery and the promise of a sweet treat drew Lollapalooza festivalgoers into a nondescript, oversized frozen dessert pint. A minimalist design on the exterior of the black box that included just “The Pint of No Return” messaging and So Delicious Dairy Free’s logo didn’t give a hint of the colorful, multisensory adventure that […]
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B-to-C Events
How Band-Aid Made a Splash With a Pool-themed Pop-up at Summerfest 2025
If you’re going to promote a waterproof bandage, there’s no proving ground quite like Summerfest. It’s a sentiment that Band-Aid put to the test during the first two weekends of the Milwaukee, WI-based music festival as this year’s official bandage sponsor. As a relative newcomer to the festival scene, the brand wanted to make a […]
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B-to-C Events
Cause Marketing: Eli Lilly Brings Free Mammograms and Health Education to WNBA All-Star Weekend
Eli Lilly and Company is on a mission to insert wellness into cultural conversations by highlighting the link between health and sports. So to drive awareness of the importance of early breast cancer detection, the pharma brand headed to WNBA All-Star Weekend, July 17-20 in Indianapolis, to deliver free mammograms, sponsor activations and health education, […]
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B-to-C Events
Executive Q&A: Celsius’ CMO Talks Infusing Energy into the 2025 MLS All-Star Game
Celsius scored some major wins during the 2025 MLS All-Star Week. Building on its first-time presence last year, the Official Energy Drink of MLS arrived in Austin, TX, ready to hype up soccer fans for the All-Star Game on July 23. Celsius incorporated its new Live. Fit. Go. campaign, the largest marketing initiative in the […]
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B-to-C Events
The Brief: Frozen Lotion and Chainsaw-sliced Sandwiches
This week’s hot takes on hot topics in experiential marketing cover frozen lotion, soccer jugglers and chainsaw-sliced sandwiches.
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B-to-C Events
Storytelling and Sponsorship: Four Ways AT&T’s Retail Activation Scored During NBA Draft Week
From the NBA to MLS to the NCAA, AT&T anchors its sports sponsorship and athlete partnership strategies in its philosophy of “connecting people to greater possibility.” So when brand partner and hoops superstar Cooper Flagg was expected to be the No. 1 overall pick in the 2025 NBA Draft (spoiler alert—he was), the company celebrated […]
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B-to-C Events
WNBA All-Star Weekend 2025: Activations from AT&T, DICK’S, Meta, Starry and More
Thousands of basketball fans turned out for the 2025 AT&T WNBA All-Star Weekend, July 18-19, in Indianapolis, a first-time host for the event. Ahead of the 2025 AT&T WNBA All-Star Game, which drew a sellout crowd of 16,988 to the Gainbridge Fieldhouse on July 19, fans first got a taste of the action at WNBA […]
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B-to-C Events
The Brief: Cheesesteak Races and ‘ColdplayGate’
This week’s hot takes on hot topics in experiential marketing cover Cheesesteak Races, puppy lounges and how brands responded to “ColdplayGate.”
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B-to-C Events
Grand Ex 2025: Visa and Imagination Earn the Campaign of the Year with ‘Live at Le Louvre’
The brief was, well, brief: “Get the world talking about Visa.” What ensued was the biggest owned cultural moment in brand history.
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B-to-C Events
Q&A: Sonic’s CMO Talks Tapping into the X Games Fanbase and Standing out as a Sponsor
Popping up a larger-than-life Sonic cup in the middle of a skate park at X Games Ventura 2024 was pretty memorable for a first-time sponsorship, so when the brand returned this summer as presenting partner of X Games Salt Lake City 2025, June 27-29, it arrived with a few upgrades. Of course, the fully branded […]
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