CONSUMER-MARKETING | ENGAGEMENT

If done well, events can be a marketer's dream. At a well-planned and executed event, consumers get to touch the brand, play with it, test drive it, and

The excitement and buzz surrounding event marketing has forgiven many of its shortcomings specifically where it misses one of promotions' greatest strengths:

At one time, marketers might have thought of events in terms of a stand-alone mobile unit parked at Wal-Mart to introduce new hair care products, or a guerrilla team working the streets of New York or Chicago to pass out coupons for a cellular phone.

Serena Williams last week signed a five-year endorsement contract with Nike that includes the option of another three years. The deal could add up to

Coca-Cola Co. has launched Coca-Cola Red Lounges targeting teens in malls in Illinois and Los Angeles. Lounges opened earlier this month in Chicago-area

The History Channel signed a multi-year deal on Dec. 10 sponsoring the National Basketball Association Hardwood Classics program. The NBA is the first

The History Channel signed a multi-year deal on Dec. 10 sponsoring the National Basketball Association Hardwood Classics program. The NBA is the first

Wheel of Fortune and American Express are joining forces for the first time to introduce AmEx's Blue Cash to viewers. Through Dec. 19, Blue Cash from

A&E plans to hit New York, Los Angeles, Chicago, Philadelphia, San Francisco, Washington, DC, Boston and Miami nationwide this month with street teams

Simon Brand Ventures, the business-to-consumer arm of Simon Property Group, has entered into an integrated marketing alliance with MCI. MCI will incorporate