| EVENT REPORT 10.26.09 4:19 PM |
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Volkswagen Party Launches Car and Its iPhone App Counterpart
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FROM NEW YORK
More than 100 members of the gaming and automotive press made their way to the mouth of the Holland Tunnel last Wednesday, where Volkswagen launched both a tangible and video game version of its latest GTI model at the Classic Car Club. To cater to the tech savvy crowd, Volkswagen brought in G4TV's Olivia Munn to host, built several gaming stations, and filled the room with suggestions to guests to post comments about the party to Twitter.
As of the morning after the party, the 2010 GTI became the first vehicle launch on Apple's app store—with a role in a free version of the popular Firemint Real Racing game—so the mobile application was woven into the fabric of the party almost as much as the car itself.
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Volkswagen, Apple, Twitter |
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| NEWS 10.21.09 11:53 AM |
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In the News: Oscar Taps New Producers, Izod Caps Year of Indy Partnership
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Oscars Find New Producers, Search For Host: After a much-needed upswing in viewers last year, the board of directors at the Academy Awards was hoping to continue its relationships with last years producers, Larry Mark and Bill Condon, and host Hugh Jackman. But both producers are tied up with other projects and Jackman is apparently uninterested. Instead, they'll try to maintain momentum with Adam Shankman and Bill Mechanic, both filmmakers of a similar pedigree. As for a new host, there are rumors that Tom Hanks has been asked. [Deadline Hollywood]
Izod Wraps First Season With IndyCar: After signing on for a five-year marketing partnership with IndyCar in March, Izod spent its first season on the tour justifying the millions of dollars that have already gone into its largest marketing effort to date. As the official apparel sponsor, Izod was present at 17 races, 20 in-store events, and advertising in every medium. The label finished the season last week with two in-store events at a Miami Macy's that brought drivers and shoppers together. [WWD]
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Oscars, Academy Awards, Hugh Jackman, Tom Hanks, Izod, IndyCar, Volkswagen |
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| EVENT REPORT 09.01.09 2:41 PM |
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Class Trade Show Adds Party, Makeover Stations, and Mini Golf
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 | A look at Class
Photo: Rick Rodney |
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For its fourth installment, fashion trade show Class took place August 27 and 28 at the Santa Monica Civic Auditorium. The semiannual eco-focused show stuck to its M.O., keeping an emphasis on green exhibitors and vendors—and increased the number of footwear exhibitors. During downtime, which organizers dubbed "recess," attendees could receive spa treatments from Osea, haircuts and styling from Barracuda Hair, and, new for this session, makeovers by Hourglass Cosmetics.
One significant change was the addition of a party on Thursday night at the Santa Monica Civic Center. “We did this party with a band called Pollen, sponsored by Christy’s Hats and Volkswagen. There’s no bowling night this time—we decided to take advantage of the space at the Santa Monica Civic Center, and just have a party here,” said Class director Jason Bates. In the past, organizers had planned an annual bowling night as an exercise for attendees to meet one another and network.
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Class Trade Show, Osea, Barracuda Hair, Hourglass Cosmetics, Christy's Hats, Penguin, Fatboy Furniture, Volkswagen |
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| EVENT REPORT 03.11.09 4:07 PM |
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For Barbie's 50th Anniversary, Mattel Makes Life-Size Malibu Dream House
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You might say that Mattel had an insta-theme for its Los Angeles bash for about 200 celebrating the iconic Barbie doll's 50th anniversary. Playing off the Malibu Dream House toy—a coveted accessory for the doll—organizers picked a real life beach house on Pacific Coast Highway and went wild with full-size incarnations of the doll's tiny treasures and pleasures. The date of the party, March 9, was the doll's actual birth—er—launch day at New York's Toy Fair 50 years ago.
Mattel's Lauren Dougherty—along with two other co-chairs of the marketing campaign, Liz Grampp and Brad Armistead—tapped Colin Cowie to plan the party and conjure the food and beverage ideas and Jonathan Adler to decorate the interior of the home. "Barbie is a reflection of fashion, pop culture, and aspiration, and that's really how we celebrated her for her 50th birthday," Dougherty said. "In many ways, the Malibu Dream House [party] was the quintessential moment [in the campaign] because she is a California girl—this was our big marquee moment."
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Barbie, Mattel, Jonathan Adler, Volkswagen, Fashion Week |
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