Topic

Experiential

  • Buzz Gets Louder

    Marketers spent an estimated $166 billion on event marketing in 2004, up a healthy 9% for the year. Total 2004 spending wasn’t the 15% to 20% jump that

  • Volkswagen and Disney Taking Herbie on the Road

    Volkswagen of America and Walt Disney Pictures will hit the road in May with the Disney live-action character Herbie, a VW Beetle with a mind of its own, in a grassroots effort to help promote the upcoming motion picture Herbie Fully Loaded. Volkswagen …

  • Mary Engelbreit Tops $1 Billion Lifetime Sales

    Even before its 20th anniversary in art licensing, Mary Engelbreit Studios is celebrating another important milestone — reaching more than $1 billion in lifetime sales at the retail level. Mary Engelbreit illustrated greeting cards The brand, which …

  • PowerBar Enlists NBA For Product Launch

    PowerBar has signed on as a partner with the NBA’s Rhythm ‘n Rims mobile tour to promote its new energy bar, PowerBar Triple Threat. It is the first time the packaged product has tied in with a national sports league. PowerBar Triple Threat is teaming …

  • Dentyne Sponsors Music Events to Introduce Vanilla Chill

    To introduce its Dentyne Ice Vanilla Chill, the first vanilla-flavored pellet gum in its product lineup, Dentyne is inviting consumers to it “Live It Loud with Dentyne” music experience set to tour 20 cities nationwide beginning next month. Concert …

  • Coke to Hit Some High Notes with American Idol Mall Tour

    Coca-Cola is set to launch a multi-mall event with Simon Brand Ventures that taps one of TV’s hottest shows, American Idol, and some of its stars.        Huff                 London     Highlighting the event will be live performances from American …

  • NBC Builds Online Buzz For The Office Premiere

    Days before it hits the airwaves, NBC is already getting a jump-start creating buzz around its new comedy series, The Office, via the Internet and a designated online community. NBC and MySpace.com give viewers a sneak peak at The Office American Style …

  • WWE Spends $5 Million to Build Pay-Per-View Audience

    WrestleMania 21 has been sold out for months, but World Wrestling Entertainment is spending more than $5 million with a multi-media campaign to promote Pay-Per-View purchases of the annual live event next month. Pizza boxes tell consumers about …

  • Cartoon Network Coming to Turner Field

    The Atlanta Braves and their Turner Broadcasting sibling Cartoon Network are joining forces in creating a branded entertainment and dining experience for kids and families at its home ballpark, Turner Field. An artist’s rendering of Tooner Field The …

  • The New ROI: Too Tough to Tackle?

    During Meeting Professionals International’s ROI Summit last July, Tracey Smith, manager, events programming, at Thomson RIA, a Dallas-based software company, had to duck out of a session to take part in a conference call with her vice presidents of sales, marketing, customer operations, and product development. They wanted to talk about an upcoming user conference that she was planning, and about how to measure the return on investment for their attendees.