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Event Type: Product Launch
First impressions are lasting impressions – especially if you’re launching a new product. Here are the resources, tools, and techniques you’ll need to host an effective, and memorable, product launch.
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Online articles |
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Branding Without Borders
To gain an advantage in the fastest-growing region of the global telecom industry, Mobile Telecommunications Co. rebrands itself as Zain Group with a synchronized, four-country rollout event.
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TV Land
Peek behind the curtains of NBC Universal's Upfront Experience.
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Hurray for Halowood
Microsoft takes over Hollywood in the latest Halo rollout.
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Article Library (PDFs)
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Corporate EVENT Awards 2008: Surreality TV
In the midst of Spain's busiest selling season, Electrolux Home Products Espana S.A. attracts hundreds of busy Spanish retail buyers to a product-launch event by playing off the country's passion for variety shows.
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Corporate EVENT Awards 2008: The 60-Minute Brand Launch
Boots Retail USA Inc. brings five of its brands stateside with an hour-long product-launch event, attracting 93 percent of invitees and generating mega media presence in 20 targeted media outlets.
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Fail Better!
According to rebel marketing author and professor Stephen Brown, failure is an option. What's more, it's inevitable. But, as Brown says, the most successful marketers not only learn to live with the fear of failure, they embrace it.
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ProStar's Rock and Rollout
International Truck and Engine Corp. rocks out at the early launch of a new heavy-duty truck prototype — and builds enough buzz to last nine months until the first production model rolls off the line.
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Absolut Gets Buzzed
To kickstart its entry into the pre-mixed, ready-to-drink beverage market, vodka brand Absolut rolls out a culturally-rich launch campaign built exclusively on the valuable word of mouth passed along by its precisely targeted audience.
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Evonik's Purple Reign
After two years of strategic and secretive planning, a German coal-mining company dusts off the grit of an old industry to emerge as a new company for a new, cleaner industrial age – using events to educate three key constituencies.
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Toyota's Word-of-Mud Marketing
Toyota Motor spends millions of dollars to connect with just a few thousand customers - then lets them do the marketing.
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Bank of America Takes Manhattan
To launch a new trading service, Bank of America storms New York for a day, interacting face to face with more than 500,000 people and generating nearly 180 media mentions.
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Four Solutions, One Problem: New Markets
How four companies use event marketing to successfully connect with new demographic segments.
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Xerox's Colorful Demand Strategy
To position itself as the leader in color technology and launch its new color printer, Xerox Corp. focused on convincing its customers that color means much more than pretty pictures – it means competitive advantage.
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Is That Sewer Pipe Taken?
To cut costs and put its product center stage, Ferguson Enterprises Inc. builds its event décor out of its own plumbing and building products.
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Relaunch
After a dismal product launch, Compuware Corp. shifts its target audience from executive-level decision-makers to the software developers who actually use its products, creating an interactive customer event complete with hands-on education.
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Hot Launch
Need a hot launch event for a cool product? Take a lesson from these four events that captivated the media and generated positive press.
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