In the last CEIR blog post of 2018, Dax Callner shares how you can incorporate a mission-led experience at your event that could lead to repeat attendance.

CEIR Blog

By Dax Callner

Any marketer reading this probably observed with interest the 2018 Nike phenomenon, in which their use of Colin Kaepernick in a marketing video went hugely viral and led to a barrage of impassioned responses across the U.S. (as well as the expected news coverage).

The Nike piece was more than a stunt designed to stir up controversy and press. This was a brand taking sides by indirectly showing support for Kaepernick and other National Football League athletes who’d been taking a knee during the U.S. national anthem in protest of racism and police brutality. It was a risky move, and one that Nike almost didn’t take. But they decided, correctly, that the video would align to who they are as a company at a deeper level, rebuilding brand credibility with their core customers. They also likely hoped it would impact sales. It did.

Mission-led Event Marketing2

While event…

View original post 785 more words

Posted by Shay Sibley

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.