Founded in 2004, Newbridge Marketing Group comprises three divisions: Newbridge Campus, Newbridge Sports + Entertainment and Newbridge LIVE!, its experiential marketing unit. Leveraging learnings from more than 600 partnership marketing programs it has executed, NMG customizes programs to help brands and agencies more authentically engage their target consumers.
In 2015 and 2016, Newbridge LIVE! was named to Event Marketer magazine’s “It List” of the top 100 event agencies. For its collegiate work, NMG consolidates an otherwise fragmented market by leveraging platform partnerships at more than 2,000 campuses through campus bookstores, intramural athletics, student unions, cafes and student clubs. For additional information, visit www.newbridgemg.com or follow us on LinkedIn and Twitter at @newbridgemg.
College Event Space
Freshmen + Graduate Access
Brand Ambassadors + Talent
Ideation + Creative
L.L.Bean | 2016 Northern Lights Celebration
In 2016, L.L.Bean partnered with Newbridge Marketing Group to reinvent a critical Q4 retail marketing initiative known throughout New England as the L.L.Bean Northern Lights Celebration. The challenge: take a program that had been historically effective, but grown stagnant, and re-energize it with big thinking and creative design. A mix of authentic and magical holiday experiences were concepted by Newbridge LIVE! and designed to move consumers through this expansive retail campus. When combined, the result was elegant and emotionally impactful driving authentic word of mouth and social buzz.
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Goodness Knows | Product Launch + Sampling
We teamed up with goodnessknows® snack squares to introduce the product to college students during the brand launch. The goal was to drive awareness, product education, trial and move to conversion/sales where possible. In 2015 and 2016, we executed 400 on-campus event sampling days each year across 100 universities. We targeted campuses with 20,000+ enrollments and executed at high-traffic locations during the Fall semester (i.e. campus bookstores during back-to-school). We deployed social media extensions and campus signage to increase overall goodnessknows® brand awareness among college students. Additionally, we blasted out surveys to engage directly with students and track perception of goodnessknows® post-trial.
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Urban Outfitters | Passing the Poster Book with Campus Ambassadors
Urban Outfitters was looking to engage college consumers with a fresh set of artwork to promote new fashion trends and to drive sales at Urban Outfitters stores and on its website. Urban Outfitters is known for being eclectic and fashion forward, so we distributed a unique piece of branded content paired with a 10% back-to-school discount to increase purchase intent. We implemented peer-to-peer brand ambassador distribution of the poster books in college towns and campuses across the country. We trained 110 dedicated Urban Outfitters brand ambassadors and developed extensive target location lists combining brand ambassador knowledge and market research to determine the optimal times and locations, both on and off campus, to engage with potential college consumers. In addition, we leveraged the Newbridge LIVE! fraternity and sorority database for each market to give brand ambassadors efficient access to thousands of high-value consumers for the brand.
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Hillshire Farm | Summer Love It Tour
Hillshire Farm wanted to increase awareness and trial of its new Hillshire Farm Naturals line while changing consumer perception of the brand with this healthier lunchmeat option. We customized a food truck to handle mass sandwich sampling and created a custom footprint for a “farm” feel. To amplify the tour on social, we suited up a photo booth with fun props so consumers could #hamitup. Consumers were asked to “Love It” by brand ambassadors with iPads. For every “Love It” received, a donation was made to #Lunchbag charity. We routed the tour through state fairs and family festivals over a span of eight weeks, and leveraged retail locations to support B2B relationship, in-store placement and sales while also engaging at Kroger HQ in Cincinnati.
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Razer | The Ultimate Razer Experience Tour
To support the launch of the new Razer Stealth, Newbridge LIVE! was tasked with showcasing the Stealth and complementary Razer products to the millennial audience in fun and engaging ways with a goal to drive leads, hands-on interactions and sales. We custom-built a 25’ self-powered and climate-controlled trailer housing seven different computer stations for product demos, a photo booth, virtual reality and stage for consumer interaction. Staying true to Razer’s brand image and aligning with its target consumers, we routed a national tour through key music festivals, comic cons, colleges and retail events over the course of 12 weeks, totaling 42 event stops nationwide. At each event, we showcased Razer products through various demonstrations featuring music, gaming, videos and general computer performance speed and power – all while discovering consumer passion points, allowing us to tailor our demonstrations toward their personal interests.
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There are plenty of ways to get products and brand messages into the hands, hearts and minds of college students. But perhaps none as authentic as working with student ambassadors.
Announcing the launch of Campus Causes. When student groups and their friends/family shop popular brands through their Campus Causes campaigns, a portion of every purchase goes back to their designated cause.
As influencer programs have become more, well, influential, the discipline has been adopted in ways many of us didn’t foresee just a few years ago. Here are three things you should be thinking about.
It’s more than creating a single sale; it’s creating a connection between customer and brand, a positive association that has the potential to stay with someone even longer than the memory of a billboard ad, a radio spot or a television commercial.
Home of Newbridge LIVE!, 2015 & 2016 Event Marketer “It List” Agency