CM Weekly January 29, 2023 TD Bank locked in a 20-year naming rights extension this month with Boston’s TD Garden arena, home to the Bruins, the Celtics and hundreds of mega entertainment events each year. From a marketing perspective, awareness is the obvious play here. But it’s one tactic out of many that supports community-building…
How the USAA engaged fans with experiences during the latest Army-Navy football game.
CM Weekly January 22, 2023 HBO’s new post-apocalyptic series “The Last of Us,” based on a 2013 video game of the same name, raked in 10 million viewers in two days across linear and HBO Max, making it the second biggest premiere on the network in a decade. But the marketing strategy started long before…
How Reddit’s interactive “Future Tellers” house of clairvoyance impressed B2B audiences at CES earlier this month.
A look at the series' experiential strategy, the importance of staying curious and flexible as a marketer today, and more.
CM Weekly January 15, 2023 Like all brands within the spirits category, Johnnie Walker is accustomed to marketing around life’s celebratory cultural moments. But when it came to the emerging, disruptive culture of Web3 and collectible NFTs, the whisky maker lacked influence. “This was an area of culture that we really weren't playing in, and…
Three imaginative brand experiences from Miami Art Week.
CM Weekly January 8, 2023 The fashion and apparel brand Esprit, known throughout the ‘80s and ‘90s for its colorful, oversized sweatshirts and ubiquitous three-striped logo, is seeking a revival on U.S. soil. And it brought on Ana Andjelic, former Chief Brand Officer of Banana Republic, to lead the charge. Esprit’s new Global Chief Brand…
For some inspiration in the new year, check out this crop of weird and wondrous crop of experiential activations from 2022.
CM Weekly December 11, 2022 When Kristen D’Arcy took over as CMO of D2C wellness brand Homedics six months ago, she inherited a brand refresh at its first stage. But it’s what she created from those assets that made a difference. Actions such as launching a full-fledged brand campaign with a diversified media strategy, updating…