Innovation has long been key for brands that want to keep their messages fresh. Precisely how that innovation looks, however, depends on a brand's unique goals.
Verizon wanted to draw consumers into its event space, which is why it partnered with Snapchat last year for an augmented reality treasure hunt. Whiskey distributor Glenfiddich aimed to wow its audience, which is why it developed a personalized, digital app-enhanced tasting. And to help its messaging cut through the clutter and competition, lifestyle brand Refinery29 designed its 29Rooms event as a way for brands to do just that.