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This is a guest post by Curtis Sparrer, principal at Bospar.
In today’s Apple world, in which every product launch becomes a spectacle, it is no longer enough to simply activate a brand, throw out some ads, and then step back and hope that consumers and media will take interest.
Hence, the “event activation.” If you can pull off an interesting event with lots of consumer and media interest, you don’t have to do a ton of work hunting down press to cover your new brand.