| EVENT REPORT 09.23.09 3:38 PM |
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New Technology Partners Beef Up Bon Appétit and Esquire Pop-Ups
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 | Esquire's SoHo apartment
Photo: Zach DeSart |
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Monday saw the return of two magazine pop-ups. The third incarnation of the Bon Appétit Supper Club & Café opened its doors at 11 a.m., and in the evening Esquire launched its seventh experiential living space, dubbed Esquire SoHo, with the after-party for Michael Moore's new documentary, Capitalism: A Love Story. In each case, a fresh location offered a change of pace for the pop-ups' look and new technology sponsors added interactive elements for guests.
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Bon Appétit, Condé Nast, Esquire, Hearst Corporation, LG Electronics USA, Buick Lacrosse, Macy's, Lufthansa, Diesel, Hugo Boss, Heineken, Pokerstars.net, Davidoff, Joyful Heart Foundation, Feeding America, Save the Children, VH1 Save the Music Foundation, Byrd Hoffman Watermill Foundation |
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| EVENT REPORT 07.27.09 3:57 PM |
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Adidas Soccer Tournament Gathers DJs, Restaurateurs, and Artists
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 | Adidas's community-driven soccer tournament
Photo: BizBash |
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America may not be big on soccer, but Adidas certainly is. The German sports apparel company is the official athletic sponsor of Major League Soccer and on Saturday hosted its annual tournament at Chelsea Waterside Park. Billed as a way for local artists and other creative types to come together and endorse the sport, the competition pitted 24 squads against each other in an eight-hour event open to the public.
To produce the event for the eighth consecutive year, Adidas trend marketing manager Oliver Kann and head of trend and lifestyle marketing Chrissa Theodore once again turned to Idealogue, a creative agency specializing in new media entertainment. Metro Soccer, an organization that runs adult and junior soccer leagues in the city and the outing's co-host, handled the game logistics. More than 1,400 people came out for the day, buoyed by a supply of free beer, barbecue, and ice cream.
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Adidas, Heineken, Volvic |
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| COAST TO COAST 11.26.08 11:22 AM |
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Dos Equis Translates Popular Ad Campaign Into Traveling Sideshow
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 | "The Most Interesting Show in the World"
Photo: David Ditzler |
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For most brands, mobile marketing efforts don’t typically involve circus-like attractions, but beer promotions leave generous room for whimsy, so that’s exactly what Dos Equis did earlier this fall when it kicked off “The Most Interesting Show in the World” tour. A night of comedy, dance, feats of strength, and illusions, the show re-imagined vaudeville for capacity crowds in 14 markets. The effort kicked off in San Diego in October and concludes in Philadelphia next month.
The Heineken USA-owned beer turned to experiential marketing agency Mirrorball to translate its “The Most Interesting Man in the World” campaign—a series of ads about an individual dispensing sage advice to curious beer-drinkers—from a character to an event. Mirrorball developed the idea of creating a showcase for the types of performers this man had come across in his imaginary travels and enlisted New York-based Randy Weiner, creator of "The Donkey Show" and managing partner at New York City performance venue The Box, to write and produce the show.
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Dos Equis, Heineken |
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| EVENT REPORT 04.28.08 4:02 PM |
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New Slate of Coachella Party Hosts Increases Nighttime Offerings
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 | Anthem magazine's Coachella pool party
Photo: BizBash |
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FROM INDIO, CALIF. Since the Coachella Valley Music and Arts Festival, which wrapped yesterday after a three-day run at the Empire Polo Field in Indio, dependably reinvents itself every year, it's perhaps not a surprise that the brands that host piggybacking parties in the desert also change and evolve.
DKNY Jeans, which set up a multiday pool party at a luxury home last year, sat out this year's go round, as did Hugo Boss. "It's just hard to find the right house very close to the fields," said Hugo Boss Fashions' New York-based vice president of marketing and PR, Katja Douedari, who oversaw Boss's event series in 2007. "Loved the Mod Resort last year, but it's a long drive. And if you can't do it right, then better not do it all." (Nevertheless, Douedari made the trip out to the desert for some non-work-related fun.)
So what brands did have the strongest presence in 2008?
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Coachella, GQ, Anthem Magazine, Gap, Etnies, T-Mobile, Sidekick, Condé Nast, Heineken, Newcastle, Belvedere Vodka, The Fader, Boost Mobile, Le Sportsac, Levi's, Wet n Wild, Adidas, Jeremy Scott |
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| EVENT REPORT 03.17.08 3:18 PM |
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ESPN Magazine Marks Anniversary With Live Concert
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 | ESPN the Magazine's crowded anniversary
Photo: Joe Fornabaio for BizBash |
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For its 10th anniversary, the staff at ESPN the Magazine wanted more than just to look back on its past. The crew at the mag (from editorial to marketing to sales) wanted to bring just about everyone who had ever had a hand in the magazine—some 1,200 staffers, advertisers, sports stars, and friends—to a lively party that brought to life the cover and the concept of the anniversary issue. Wednesday night's event at Terminal 5 was certainly festive, with popcorn, candy, and beer, mixed with casino games, sponsor displays, and an energetic performance by Third Eye Blind. Starting at 9 p.m., the west side venue quickly filled with eager revelers, who lingered until midnight.
ESPN's in-house team for the party included Steven Binder, vice president of sales for ESPN Publishing; Blandine Reid, senior director of magazine marketing; and Tony Leake, assistant marketing manager of special events marketing. Binder brought title sponsor Porsche to the table—a first-time advertiser with the magazine—while Reid translated this into how the sponsors and advertisers could be integrated into the event, and Leake worked with Los Angeles-based Wendy Creed Productions to implement the design and production elements.
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ESPN, ESPN the Magazine, Porsche, Under Armour, Foot Locker, Heineken |
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| EVENT REPORT 08.22.07 1:09 PM |
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Heineken Stages Futuristic Keg Party
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At Thursday night’s Heineken DraughtKeg launch, even the 90-second elevator ride up to the ninth floor venue was too long to be empty handed. So the brand made sure a keg station was situated in the elevator.
The August 16 event marked the launch of a brand new, $25 million ad campaign for the product, which hit shelves in late July. “We wanted to do two things with this event,” said Heineken senior brand manager Shane Hoyne. “Integrate the creative idea of the advertisements with the decor and also create an experiential environment, allowing guests to interact with the keg."
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Heineken |
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