Experiential Marketing

Lincoln at The Masters

In April 2017, I was part of a team activating a partnership between The Lincoln Motor Company and Golf Digest at The Masters. The activation consisted of a static vehicle display outside of an exclusive VIP retreat located across the street from Augusta National. Special guests of Golf Digest were shuttled in Lincoln vehicles from their lodging at the Sage Valley Golf Club to Augusta National throughout the practice rounds and the tournament itself. Last, we held two gentlemanly putting competitions in the evenings for the guests of Golf Digest.

photos courtesy of Dennis Clark

Lincoln Motor Company: The Official Luxury Vehicle of the Dallas Cowboys

In mid-2016, Lincoln became the official luxury vehicle of the Dallas Cowboys. Through three events catered to exclusive Founders Club members, including a preseason announcement celebration with special guest and former Cowboy Chad Hennings. During the regular season, two static vehicle displays held in the underground parking garage of the Founders Club allowed VIP guests to interact with the vehicles in a relaxed and informal setting. A step and repeat gave consumers a glamorous backdrop for them to take selfies as they waited for the game to start, while vehicle experts walked interested consumers through the new Lincoln Continental.

Progressive IMS Tour

Progressive Insurance retains title sponsorship of the International Motorcycle Show, and as a result, activates a large footprint at each show, consisting of a full barbershop, an active stage for speakers and live music, a coffee bar for consumers to receive insurance quotes from a local agent, as well as a premium counter for t-shirt, hat, and mug giveaways. The activation also consisted of hosting Makoto Endo live painting a local builder’s motorcycle over the course of the show. Nearly three dozen onsite staff ensured that no consumer waited for service from the Progressive Parlor.

photos courtesy of Progressive

RCCNYC Catskills Excursion

In April of 2016, a group of cyclists with mixed experience and fitness levels converged on the former estate of a robber-baron in the Catskills Mountains of the Hudson Valley. Over four days and three nights, members of the Rapha Cycling Club rode through the mountains, bonding with one another in the saddle and over meals prepared for them by a personal chef.

photos courtesy of Brett Moen

Night Skies Photography Workshops

In the fall of 2017 and in preparation for 2018, National Park Trips Media partnered with Tamron Lenses to put on a series of photography workshops specifically focused on shooting sunset, night, and sunrise photography, all within the national park system. After securing all necessary permits, guests shot with Tamron professional photographers at a series of locations within the parks.

Expo Booths

The bread and butter of experiential marketing; I have activated a wide range of expo booths for Rapha, VeloNews, Triathlete, and Women’s Running.