Topic | Experiential

The excitement and buzz surrounding event marketing has forgiven many of its shortcomings specifically where it misses one of promotions' greatest strengths:

At one time, marketers might have thought of events in terms of a stand-alone mobile unit parked at Wal-Mart to introduce new hair care products, or a guerrilla team working the streets of New York or Chicago to pass out coupons for a cellular phone.

If done well, events can be a marketer's dream. At a well-planned and executed event, consumers get to touch the brand, play with it, test drive it, and

Coca-Cola Co. has launched Coca-Cola Red Lounges targeting teens in malls in Illinois and Los Angeles. Lounges opened earlier this month in Chicago-area

A&E plans to hit New York, Los Angeles, Chicago, Philadelphia, San Francisco, Washington, DC, Boston and Miami nationwide this month with street teams

Simon Brand Ventures, the business-to-consumer arm of Simon Property Group, has entered into an integrated marketing alliance with MCI. MCI will incorporate

The N, Nickelodeon's nighttime network for teens, this month takes its new series Real Access on a five-city mall tour. The Real Access Mall Tour will

Beiersdorf, Inc. is distributing 2 million samples of its Nivea for Men lotion in train stations. Beiersdorf targets male commuters at more than 792 rail

McDonald's Corp. ended Best Chance Monopoly a few days early, as anticipated. The chain ran out of game pieces before the four-week promo's scheduled

Nut marketer Diamond of California will blitz San Francisco's 3 Com Park this month to leverage its visibility during the NFL game broadcast on ABC's