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Article Excerpt
[ILLUSTRATION OMITTED]
All during college, I thought I would graduate and go to seminary or something like that. Either that or law school or advertising. In a strange way, they all seemed like forms of the same thing: evangelism. Through a college friend's dad, I ended up getting a job at McCann-Erickson Event Marketing working on something called the Sports Illustrated Sports Festival. It was a traveling sports show, and I'd help set up 100,000 square feet of basketball courts and batting cages and football fields at Six Flags parks and other locations around the country. I was one often people who traveled with the show. We set it up, tore it down, and hired 100-plus local staff in every city. We had 8,000 to 10,000 people come through the show a day. The whole idea of event marketing was to put experiential activities in people's paths and connect them directly to brands like Spalding, Sega, Nintendo, GeneralMotors, and Coke. We put teams of...
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