BiZBash Award Winner: Best Fresh Idea

March 9, 2004

To generate a buzz about HSBC, Renegade Marketing Group refurbished a 1981 checker cab, branded it with the bank's logo and set it loose on the streets of Manhattan. It was more than just a billboard: New Yorkers who hailed the cab and flashed their HSBC bank cards or checkbooks could get a free ride anywhere in the borough.

See the complete list of 2004 winners...

Read about BiZBash's Event Style Awards event...

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2025 Industry Innovators Article Image Brands

Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level

Industry Innovators 2025: YouTube

In November 2024, Sephora Canada launched Shimmer Studio by Sephora, a pop-up experience designed for concert attendees coinciding with Taylor Swift's concert dates in Toronto.

Industry Innovators 2025: Sephora

At Dreamville Fest, concert attendees were able to visit the Chase Freedom Cashback Club, which included a bar, special giveaways, games, and photo printouts. Chase Freedom cardholders also received exclusive access to the viewing deck with a plus-one, along with other perks throughout the festival.

Industry Innovators 2025: Chase

Brands & Event Pros

Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level

These companies broke through the noise with creative activations, events, and experiences that engaged attendees, fans, and consumers.

2025 Industry Innovators Article Image Brands

Brands & Event Pros

Industry Innovators 2025: YouTube

From signature conferences to activations at major events, the video platform always has its creator community top of mind.

Brands & Event Pros

Industry Innovators 2025: Sephora

The beauty retailer has broadened its international experiences and created impressive influencer activations.

In November 2024, Sephora Canada launched Shimmer Studio by Sephora, a pop-up experience designed for concert attendees coinciding with Taylor Swift's concert dates in Toronto.

Brands & Event Pros

Industry Innovators 2025: Chase

The financial services company keeps its cardmembers at the center of its activations.

At Dreamville Fest, concert attendees were able to visit the Chase Freedom Cashback Club, which included a bar, special giveaways, games, and photo printouts. Chase Freedom cardholders also received exclusive access to the viewing deck with a plus-one, along with other perks throughout the festival.

Brands & Event Pros

Industry Innovators 2025: Google

As the tech giant continues to roll out advancements in its AI products, it’s also building on its IRL human connections.

As the Official Fan Phone of the NBA and WNBA, Google Pixel returned to NBA All-Star Weekend this year with multiple interactive experiences. The Google Pixel House included photo moments, an open court, and other daytime and evening programming.

Brands & Event Pros

Industry Innovators 2025: WNBA

The Women's National Basketball Association is dominating the sports world with record-breaking sponsorship deals and a growing fanbase.

Pinterest recently signed a new sponsorship deal with the 2024 WNBA Champion New York Liberty that will include exclusive content, in-game experiences, and community outreach.

Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity

Industry Innovators 2025: Sephora

Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level

50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More

Industry Innovators 2025: Netflix

Industry Innovators 2025: Chase

Brands & Event Pros

Industry Innovators 2025: PGA Tour

With the help of in-depth fan feedback and tech advancements, the golf organization has been able to create more engaging experiences.

Russell Henley played a shot from the 18th hole tee during the final round of the Arnold Palmer Invitational presented by Mastercard at Bay Hill Club and Lodge on March 9 in Orlando, Fla.

Brands & Event Pros

Industry Innovators 2025: Peacock

The streaming service has promoted its most popular franchises with elaborate immersive experiences.

At The Traitors Experience, games and puzzles ranged from rummaging through Alan Cumming’s iconic wardrobe to dodging lasers in a race against the clock, all against the backdrop of a private mansion transformed to reflect the series’ Scottish castle location.

Industry Innovators 2025: Netflix

The streaming service continues to lead the pack of platforms with creative fan-focused experiences and activations.

Netflix brought its beloved franchise Stranger Things to Broadway. 'Stranger Things: The First Shadow' received four Tony awards.

Brands & Event Pros

Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands

Meet the boundary-pushers, rule-breakers, and big thinkers shaping the future of experiential marketing.

2025 Industry Innovators Article Image Experiential2 B

Brands & Event Pros

Industry Innovators 2025: Tamara Francois and Adolfo Vasquez

The co-founders of The XP Agency see every touchpoint as an opportunity to connect—long before the event begins and long after it ends.

The XP Agency has worked on events for brands like Procter & Gamble, Netflix, Coca-Cola, and Ghirardelli.

Brands & Event Pros

Industry Innovators 2025: Sarah Sebastian

The owner and creative director of Rose Gold Collective brings a boutique mindset to bold brand moments.

Rose Gold Collective handled Don Q Rum's festival build at the Country Bay Music Festival in Miami.

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