While Americans might be hesitant to shop in stores as they reopen during the ongoing Covid-19 pandemic, Create & Cultivate is offering consumers a way to peruse items without stepping inside a physical store. The women-focused career advice platform and events business has partnered with Postmates to open a retail pop-up in Los Angeles offering…
When Kind Snacks realized that because of Covid-19, it wasn’t going to be able to host the pop-up it had planned for the launch of its new frozen snack bars, the brand knew it had to do something big to stand out. So rather than choose between a celebrity endorsement and a crazy stunt, Kind…
In her nearly 20-year career working for entertainment brands and experiential marketing agencies, Bonnie Smith experienced what many Black people and people of color are still facing today: She’s been the only Black person in board meetings–even at entire agencies–and was often only tasked with leading accounts that clients considered multicultural. Along with challenges of…
When Set Free Richardson looks at protest photos from the 1960s, he can’t help but notice how similar they are to the ones taken in 2020. The creative director of Compound, a South Bronx-based creative agency and gallery, is a big believer in photographs as visual representations of facts. So when Black Lives Matter protests…
On the heels of its first U.S. marketing campaign, ecommerce brand Klarna has launched a digital shopping experience that gives consumers a chance to snag sought-after items for free–but they’ll only have 48 hours to do so. The Swedish payment app has opened the 48 Hours Smoooth Room, a pink, disappearing digital pop-up selling 15…
While fans have to wait until 2021 watch their favorite Olympians and Paralympians compete in Tokyo, Airbnb is launching an online festival of experiences hosted by athletes timed to the original kickoff of the 2020 Summer Olympics. The home-sharing platform, in partnership with the International Olympic Committee (IOC) and the International Paralympic Committee (IPC), will…
Showfields, the three-level experiential department store in NoHo (North of Houston Street in Manhattan) that calls itself part retail store, part art exhibition, has reopened its doors (and its famous entry slide) after a months-long shutdown due to Covid-19. But the retailer hasn’t been sitting idle amid the pandemic. Instead, like so many other brands…
Morpheus, the protagonist in DC Comics’ The Sandman, is the ruler of dreams, stories and the imagination. To celebrate the first audio adaptation of Neil Gaiman’s graphic novel series, Audible has created a digital campaign that turns fans’ real dreams into art with help from notable comic illustrators. The Amazon-owned audiobook and spoken-word entertainment company…
There’s an art to creating skateboarding media, and Vans is inviting consumers to learn the basics with help from women, trans, nonbinary and gender-nonconforming talent. The shoe and apparel brand partnered with The Skate Witches, a submission-based media zine and platform for the skating community, to launch the Depth of Field virtual workshop series. The…
When the Covid-19 pandemic forced Essence to cancel its 50th in-person festival in April, the media, tech and commerce company quickly pivoted to produce an all-virtual experience to engage consumers during a time they’d normally be in the Big Easy. The Essence Festival typically draws more than 500,000 people and makes a $300 million economic…
Augmented reality has received much attention over the last few months as stores closed their doors and consumers sheltered in place. AR brings the in-store buying experience into consumers’ homes. Shoppers can see how a new pair of glasses, cute summer dresses or freshly dropped sneakers look like on their own faces, bodies and feet,…
Augmented reality has been on the rise as a marketing experience. It brings the in-store buying experience into consumers’ homes, especially as physical stores close or remain closed during the pandemic. Platforms are adding cool features and even the next generation is behind cause-related campaigns. As Joachim Scholz, marketing professor at Brock University and part…
During a weekend full of virtual Pride celebrations from brands and nonprofits, Hulu created a digital experience where fans could navigate an animated festival. The streaming service held its first PrideFest on June 28, offering DJ sets, concerts and conversations from LGBTQ+ and ally entertainers and athletes. The daylong event, accessible on a custom website…
Global Pride events have gone virtual due to the Covid-19 pandemic, but Kind found a way to physically celebrate the 50th anniversary of New York’s first march. The snack brand created a rainbow light tribute to join the city’s skyscrapers on June 27 through early this morning. The brand partnered with experiential marketing agency Bankrobber…
Summer officially began last week, and while many of the activities that beer drinkers look forward to during the warmer months have been canceled as a result of the Covid-19 pandemic, beer brands are looking for ways to encourage some of the lower-risk summer pastimes. With that in mind, Dos Equis created a cooler to…
The Covid-19 pandemic has had a devastating financial impact on small businesses across the U.S., especially those owned by minorities. According to a report published in June by the National Bureau of Economic Research, the number of Black business owners in the U.S. fell 41% between February and April, with Latinx owners seeing a 32%…
The risk associated with big, crowded events in the era of Covid-19 has meant that LGBTQ Pride Month is looking significantly different this year. Rather than colorful, energetic parades taking over city streets around the planet, the celebrations–like everything else–have largely shifted online. In S?o Paulo, Brazil, the annual Pride parade along Avenida Paulista has…
The live music and film industries have started using drive-in events to safely engage consumers during the Covid-19 pandemic beyond the virtual space. Live sports including tennis, which are returning to fanless stadiums, might be next to leverage the social distancing-friendly experiential marketing tool. To kick off the Credit Bank One Invitational in Charleston, S.C….
As movie theaters begin to reopen in the U.S., Fandango wants to make life easier for people who want to watch films on the big screen again. NBCUniversal’s ticketing and video-on-demand company has launched a theater reopening program on its website and mobile app, with resources and information on which theaters have reopened and their…
Ritual, a direct-to-consumer vitamin brand for women, has made it a point to anchor its marketing in scientific facts rather than foggy wellness messaging. And with its subscribing customers in quarantine, the brand is investing in educational virtual events to keep them engaged and informed. The brand will host its first virtual event, Make Your…
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