Search Marketing Knowledge Center

Pedro Pascal and the Merge Mansion

REGGIE Awards April 28, 2024

Metacore wanted to create a branded experience that evolved the game lore and built excitement for the new content among existing players while attracting new fans.

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HP Leveraged Experiential Marketing to Engage with Gen Z

REGGIE Awards April 28, 2024

In its first live event since the pandemic, OMEN by HP wanted to make a triumphant return by breaking through the noise and creating a major splash in the anime world. HP’s biggest challenge was building brand awareness among fans of anime and cosplay.

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Knorr’s Reimagines the Drive-Thru as the Destination for Healthy Food

REGGIE Awards April 28, 2024

Knorr partnered with H-E-B to win back shoppers who had been defaulting to fast food for the sake of convenience instead of making meals at home. With an on-premise drive-thru experience, Knorr broke down preconceptions of convenience and introduced easy, delicious, and nutritious solutions to H-E-B shoppers.

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The Toronto Blue Jays Attract South Asians to the Ballpark

REGGIE Awards April 26, 2024

Multicultural advertising agency Ethnicity Matters highlighted baseball’s similarities to cricket to attract the South Asian fans of the latter sport to Toronto’s ballpark.

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Influencer Marketing

ASK Answers April 24, 2024

What is the state of influencer marketing, and how can I best leverage influencers?

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Lysol’s Big Brand Activation Included Music

REGGIE Awards April 22, 2024

In 2023, Lysol launched a new product unlike anything else in the air-care category: Lysol Air Sanitizer.

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This AR Experience Let Fans Learn More About Bruce Lee and Chinese Culture

REGGIE Awards April 20, 2024

To celebrate the season three premier of its Bruce Lee-inspired original series, <em>Warrior</em>, Max created a series of interactive murals that allowed viewers to enter an augmented reality experience and learn more about Chinese culture and the life of the late martial artist.

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How Eaton Turned IT Heroes into Comic-Book Heroes

REGGIE Awards April 17, 2024

Eaton's innovative campaign, "Tales from The Next Frontier," captivated IT professionals by transforming real-world business outcomes into illustrated tales, positioning them as heroes in the battle against technological challenges, thus enhancing brand engagement and reinforcing the value of outcome-focused messaging.

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How Paramount Global Resurrected an Iconic Franchise

REGGIE Awards April 17, 2024

Paramount Global's Teenage Mutant Ninja Turtles (TMNT) campaign strategically leveraged the theatrical release of <em>Teenage Mutant Ninja Turtles: Mutant Mayhem</em> to reignite consumer interest, securing significant incremental features and retailer support, thereby reestablishing the iconic franchise as an evergreen property.

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eBay’s Met Gala Debut

REGGIE Awards April 17, 2024

eBay sought to engage with gen Z and turn a general e-commerce marketplace into a go-to fashion destination. Further, the company also wanted to change the conversation around fashion and get people to buy circular.

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This Ice Cream Brand Remixed Video Games to Achieve Stellar Business Results

REGGIE Awards April 17, 2024

Keying in on Singaporeans’ passion for gaming and winning, ice cream brand Magnum developed a series of remixed video games, available online and in a customized arcade, to promote its 2023 flavor remixes and recapture the hearts and minds of customers.

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Coke’s AI Gives Festival-Goers Their Own Customized Music Videos

REGGIE Awards April 17, 2024

Leveraging AI, Coca-Cola transported music festival attendees to a virtual Coke Studio allowing them to star in their own customized music videos.

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How Netflix Leveraged Experiential Marketing

REGGIE Awards April 17, 2024

Netflix’s FYC campaigns include a range of promotional activities such as billboards, print ads, social/digital ads, distributing screeners, and direct mail. The goal is to keep the Emmys and its talent top of mind among voters.

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How This Hotel Enlisted Cookie Monster to Woo Millennial Parents

REGGIE Awards April 17, 2024

DoubleTree baked a new, allergy-friendly option for an even warmer welcome at check-in to reinvigorate its consumer base and win over millennial parents. The iconic Cookie Monster was enlisted to promote the brand’s new inclusive cookie offering on National Chocolate Chip Cookie Day, tapping into millennials' affinity for nostalgia.

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How OREO’s Virtual House Parties Drove Cookie Sales

REGGIE Awards April 17, 2024

OREO created a program leveraging immersive virtual house party experiences to drive trials of its new cookie.

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Product Launches

ASK Answers April 11, 2024

How are marketers handling their product launches?

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The Power of Brand Experiences at Festivals

Knowledge Partners March 23, 2024

After years of leaning into performance marketing, the landscape is once again shifting to in-person experiences. Here, we look at how consumers feel about events and the impact that participation has on brands.

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The Growth in Local Sports Sponsorships, by the Numbers

Money Slides March 20, 2024

Sports and Entertainment Platform SponsorUnited shares data that highlights a growth in sponsorships for local professional sports teams, indicating that sponsorships of leagues as a whole aren’t the only game in town.

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The Growth in Niche Sports Sponsorships, by the Numbers

Money Slides March 20, 2024

Sports and Entertainment Platform SponsorUnited shares data that highlights a growth in sponsorships for sports outside the big five of football, baseball, basketball, hockey, and soccer — niche sports that include mixed martial arts, pickleball, rugby, and skiing and snowboarding.

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