Event Marketing

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Paquetá Esportes

Paquetá Esportes, a sporting goods retailer in Brazil, created both mobile and desktop websites to promote its sponsorship of an annual marathon.

Hennessy: Targeting the Bicultural Bilingual Latino

Manny Gonzalez, multicultural marketing director, Moet Hennessy USA, discussed how the Hennessy brand is successfully targeting the bilingual, bicultural Latino consumer with digital and experiential marketing through their multi-city “DJ Mixmasters” program.

The Faith-Based Market: Multicultural Marketing & Diversity Case Study

Melanie Few, president, Results Inc., Natara Holloway, VP retail development & consumer products, NFL, Marla Jones, client relations & management, Results Inc., and Telisa Yancy, director, advertising, American Family Insurance, discussed ways to respectfully reach the faith-based market segment and presented a case study example of a partnership between the NFL and American Family Insurance for the Super Bowl Gospel Celebration.

The Faith-Based Market: Multicultural Marketing & Diversity Case Study

Melanie Few, president, Results Inc., Natara Holloway, VP retail development & consumer products, NFL, Marla Jones, client relations & management, Results Inc., and Telisa Yancy, director, advertising, American Family Insurance, discussed ways to respectfully reach the faith-based market segment and presented a case study example of a partnership between the NFL and American Family Insurance for the Super Bowl Gospel Celebration.

Zurich Takes Old School Approach to Activation

Zurich Insurance Group used its PGA tour sponsorship to promote its 100th anniversary of doing business in the U.S.

A Love Story About Yogurt

This is the story of a young yogurt company going head-to-head with industry goliaths who controlled two-thirds of the market and had 20X the budget. This case explains how with fresh eyes the brand was able to see flaws in category conventions and introduce its yogurt in a completely new way.

5 Seconds to Glory

Klondike's 2011 marketing objective was to increase awareness and persuasion around Klondike's new flavors, with the ultimate goal of increasing sales and maintaining our market position.

A Foundation for Life

By repositioning Permanent Life Insurance from a death benefit to a life benefitNorthwestern Mutual exceeded its sales goal by 100 percent, outperforming policy sales for the entire insurance industry. The astonishing results convinced a previously skeptical field force of the power of advertising.

Cardiac Care From a Cactus

Although recognized nationally as a Top-100 Hospital by Thompson Reuters, Abrazo consistently ranked fourth among Phoenix's five major metro healthcare systems in terms of brand preference and utilization. Abrazo Health Care elevated their image to improve brand perception, increase heart care preference and more than double emergency department usage goals.

How Microsoft Created a Search Engine for a New Generation

Jay-Z Decoded was an innovative way to help Microsoft's search engine Bing create competitive advantage over its much more established and out-sized rival, Google.

John Frieda Precision Foam Colour

In 2011, John Frieda launched Precision Foam Colour, its first-ever home hair color. The marketplace had historically been a duopoly ruled by industry giants L’Oréal and Clairol and research showed that women were reluctant to try new brands. Despite these obstacles, PFC set out to become the #1 foam based on market share and trial data.

Let’s Get Dressed

Piperlime.com is a new brand from Gap, Inc. that needed to introduce themselves to fashion-forward 20-somethings in order to drive significant growth in traffic and sales. The Let's Get Dressed campaign hit a real nerve by galvanizing young women to step away from lazy dressing and step up their personal style.

Never Settle for Less

After yet another dismal season, H&R Block presented a challenge: Motivate a skeptical, cost-conscious consumer to fire their current tax preparer and ask them to believe, instead, that with H&R Blocks expertise behind them, they stood a better chance to get more money back in their taxes.

Singin' In The Rain

To launch its Nourishing Oil Hair Care line, Dove needed to earn credibility among hair-involved women, steal share from market leader Pantene and spend less than 1MM.

The Day-After Thanksgiving Sandwich, Now Available Every Day

While a beloved American brand, Oscar Mayer is primarily known for bologna and hot dogs, products rooted in the past. In order to advance existing brand perceptions, Oscar Mayer needed to launch something that was more relevant to the way people eat today.

The Force

The VW Passat was not on the midsize sedan shopper’s list. For 2012 it was redesigned to address what buyers wanted: it was bigger, more stylish and more affordable. Engaging consumers early and getting them interested in the new Passat before it launched was critical to success. So, we enlisted a mini Darth Vader to announce its arrival seven months early on the Super Bowl.

The Search for the New Aflac Duck Voice

Immediately following the devastating earthquake and tsunami in Japan (home to 75 percent of Aflac's business), Aflac was also faced with a marketing disaster: the voice of the beloved Duck, issued distasteful jokes about the crisis, and Aflac subsequently parted ways with him. Seeing an opportunity in this challenge, we quickly launched a nationwide, job search for the Ducks new voice.

The Weight Has Been Lifted

In the midst of one of the most challenging economic environments the construction industry has ever seen, USG launched Sheetrock® Brand UltraLight Panels, a revolutionary wallboard that is 30 percent lighter than traditional drywall.

Visa Prepaid: Go Open a New World

The Prepaid card competitive landscape had long been filled with low-budget production, DRTV-style ads, encouraging late-night TV viewers to "call now!" with the benefit of "no credit check!" and the knowledge that unlike traditional credit and debit, "you can qualify!" The key to breaking this category convention was going to be uncovering audience truths through research.

Watson

IBM’s Watson communications ensured that a computer competing on Jeopardy! became a business and cultural phenomenon, and turned a game into serious commercial payback.

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