Festivals & Fan Cons
Tsingtao Food Truck Fest Taps Into L.A. Street Food Culture
Tsingtao, the No. 2 beer in China, has been imported by the U.S. since the ’70s, but until Pabst Brewing Co. secured exclusive U.S. distribution rights in the spring of 2015, the brand wasn’t on the radar for most American beer drinkers. Following the deal, Pabst has concentrated its efforts on bringing Tsingtao to the...
Proprietary Event Strategies: CLIF Bar’s ‘Crazy’ Obstacle Course
CLIF Bar describes the CLIF Bar CykelScramble bicycle relay race as “four people, one bike, a half-mile crazy obstacle course and a festival,” and that pretty much sums it up. The proprietary CLIF Bar event (pronounced “seek-kel scramble”), took place on Sept. 24, for the second year in a row at Marin County Fairgrounds, 20...
Live Gaming: Inside HP’s Multisensory Omen Challenge
HP partnered with the social video platform and gaming community Twitch at TwitchCon on Oct. 1 to activate the HP Omen Challenge, a live gaming tournament that involved “torture chambers” and multisensory elements. The event at the TwitchCon After Party at Petco Park in San Diego, CA, which HP sponsored, helped HP drive awareness and...
How Corona Elevated the Beer Garden Concept
Corona kicked off a three-year partnership with Live Nation as the exclusive beer sponsor of several of the country’s leading EDM music festivals with activations of its Electric Beach program, a five-year-old proprietary platform. Corona brought Electric Beach to life this year at Hard Summer at Auto Club Speedway in Fontana, CA, on July 30,...