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Technology

Sporting events get no bigger than The Olympics. A colossal world-wide spectacle, the Olympic Games feature supreme athletes. There’s also no shortage of media messaging. Brands are looking to create a Michael Phelps-sized splash with consumers. And what does grand spectacle need but more grand spectacle....

This recent experiential brand activation in Stockholm, Sweden, unsuspectingly confronted pedestrians with a challenge from Reebok. In order to promote their new shoe, the Reebok ZPump 2.0, the company set up a display case full of shoes that also had a speed camera. The challenge to the consumer was...