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. |
Four Problems, One Solution: Pop-Up Events
Four companies, offering products from cell phones to spuds, pop up in temporary locations to revive slumping sales, promote corporate philanthropy, launch a new product, and attract female customers. |
HP's Hidden Hype
To build a community of customers for its large-format printers among emerging artists and designers, Hewlett-Packard Development Co. launches a series of pop-up art galleries with no visible tie to its brand. |
Volkswagen's Targeted Test Drive
Volkswagen of America Inc. invites 12 automotive journalists to the French Riviera for an exclusive test drive of the fifth-generation Golf GTI and gets 12 rave reviews. |
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. |
Volkswagen: A Luxury Brand?
Besieged by skepticism over the launch of two new luxury vehicles, Volkswagen of America Inc. converts its doubtful dealers into enthusiastic evangelists by redefining its marketing strategy with a luxury ride-and-drive experience. |
Fit for a King
Want a royally original venue for your next event? Here are five majestic options. |
The Power of Authenticity
Ford Motor Co. lures media representatives to its product-launch event at the North American International Auto Show by capitalizing on its rich corporate heritage. |
Earth, Wind, and Fire
Unique event venues where the temperature is 100 degrees, the wind is 200 miles per hour, and the room is more than 300 miles long. |
