Sponsored Partying

Encouraging participation, brands turn to staged celebratory gatherings

Implications - Seeking more approachable marketing tactics, brands are turning to open and unrestricted festivities for mass appeal. Moving away from cold, corporate gatherings, brands are sponsoring parties and celebrations to give consumers a sense of familiarity and comfort. This illustrates a move toward more integrated and laid-back forms of consumer-brand interaction.
SCORE: 5.4
Warm Top 6 Examples: 25,664 Total Clicks Apr 13 - May 15
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Activity
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DEMOGRAPHICS
Menstruation Celebration Parties - The Period Party by the Period Store Honors the Time of the Month
SCORE: 7.1
Viral 14,560 Clicks Pub: Aug 17, 13
Menstruation Celebration Parties
The Period Party by the Period Store Honors the Time of the Month
While most women dread their “time of the month,” the Period Store decided to transform the negative characteristics associated with menstruation and host a fun period party. This... [More]
Pee-Powered Party Campaigns - The 'Electric Pee' Campaign Transformed Urine into Music
SCORE: 4.9
Warm 4,986 Clicks Pub: Jun 2, 13
Pee-Powered Party Campaigns
The 'Electric Pee' Campaign Transformed Urine into Music
In order to reduce public urination, Brazilian ad agency JWT developed a “carnival music truck powered by pee” called ‘Electric Pee.’ The campaign was created for non-... [More]
Glow-in-the-Dark Lager Labels - The Interactive Heineken Beer Bottle Illuminates When People Cheers
SCORE: 5.7
Warm 3,728 Clicks Pub: Apr 16, 13
Glow-in-the-Dark Lager Labels
The Interactive Heineken Beer Bottle Illuminates When People Cheers
Maintaining its standing as the most epic party beer, Heineken has come out with an interactive Heineken beer bottle design that parties harder than ever before. Every time someone clinks their... [More]
Pinata-Smashing Parties - Pringles Attempts a New World Record at Its Pinata Party
SCORE: 3.8
Mild 544 Clicks Pub: May 21, 15
Pinata-Smashing Parties
Pringles Attempts a New World Record at Its Pinata Party
To coincide with the launch of the flavorful Pringles’ Tortilla Chips, the chip brand threw a giant piñata party in London with former model Katie Price. During the huge gathering, over 600... [More]
Staged Beer Party Ads - This Bud Light Commercial Provides a Taste of Its 2014 Super Bowl Ad
SCORE: 3.4
Untested 1,120 Clicks Pub: Jan 25, 14
Staged Beer Party Ads
This Bud Light Commercial Provides a Taste of Its 2014 Super Bowl Ad
To shed some light on what’s to come for its two Bud Light commercial spots during the Super Bowl, the American beer brand released a total of six teaser clips. Together, the two full Bud Light... [More]
Sneaky Beer Party Invitations - Marco van Houwelingen Subtly Advertises the Holland Heineken House
SCORE: 4.1
Untested 726 Clicks Pub: Feb 20, 14
Sneaky Beer Party Invitations
Marco van Houwelingen Subtly Advertises the Holland Heineken House
Earlier this month, Marco van Houwelingen was named Heineken’s new COO — the Chief Officer Orange, that is. This might seem a little odd, especially since you probably think of green when you... [More]