Experiential

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The impact of being ‘unofficial’ at TIFF

Tony Chapman says the ambush strategy is a smart use of ad dollars – but MKTG’s Matthew Logue says authentic brand stories matter.

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CF expands its #TorontoStyle campaign

Cadillac Fairview has brought back its shopper selfies to promote the Eaton Centre, and is also tapping local fashion influencers to get the message out.

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Cineplex adds VR to its offerings

For Cineplex, it’s a chance to up its premium content offerings, while IMAX sees it as a opportunity to bring VR mainstream.

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Brands win music fans with samples and free wi-fi: study

While Canadian concert-goers feel that sponsorships should be more subtle, but offering sponsored wi-fi, air conditioning or even a shower station will win favours.

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Stella Artois, Fiji Water join Fashion Week as sponsors

Sponsors will play to a crowd of designers, journalists and style enthusiasts at the revamped event.

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CF focuses on customization and social sharing

To feed social media sharing, the mall chain will unveil new “Inspiration Stations” as CF refines its experiential identity.

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Feastival’s first Canadian edition announces sponsors

MEC, Creemore Springs, Sobeys and more will join the festival, which is projected to attract 10,000 people daily this weekend.

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Spotted! Fancy Feast goes experiential to target foodies

The Purina brand targeted foodie cat owners in downtown Toronto with a pop-up that included human versions of its cat food.

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Spotted! Aero gets experiential for S’Mores Day

The Nestle chocolate bar is aiming to connect one-on-one with consumers around moments of pleasure.

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Spotted! McDonald’s gets benched

To celebrate its “McDelivery Day,” the chain opened up a series of pop-up benches in urban areas.

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Spotted! Tourism New Brunswick’s urban spin on whale watching

The tourism agency challenged urbanites to hail a cab and find out a bit more about the East Coast province.

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St. Joseph Media gets serious about events

The media company has officially established an events and experiential division, hiring Carrie Gillis at the helm.

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Spotted! TIFF brings some culture to Union Station

The ongoing partnership between the two iconic Canadian brands will see TIFF blur the line between promoting its content and delivering it.

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Spotted! Kraken’s summer black-out

The rum brand is expanding into experiential marketing to create social sharing and sampling opportunities.

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Spotted! Torontonians play Spider-Man for a day

A Union Station activation to promote Sony’s new smartphone – and the new superhero film – invites commuters to take a web-slinging selfie.