Topic: activations

Life-Sized Action Figures Are Popping Up Around the World to Promote Overwatch

Boxed statues appear in Hollywood, Paris and Busan

Sometimes, a big video game launch requires something suitably big to promote it. To mark the launch of its long-awaited new title, Overwatch, Blizzard Entertainment has partnered with Droga5 to create…

Is Brand Activation Marketing Finally Getting Respect as a Truly Creative Field?

Geometry Global's new CCO aims to bring 'below the line' into the light

Jim Carlton has long struggled to characterize what it is, exactly, he does for a living. "It's a question my parents have often asked me," he tells Adweek, adding, "Design was…

6 Keys to Conquering SXSW

What you must know to defeat FOMO

Austin’s SXSW is never about just one thing, it’s about one more thing. Brands look to outdo each other, startups look to outshine each other and parties look to be…