B-to-C Events
Stories of the Year, No. 6: Netflix Promotes ‘The Irishman’ with a Password
Here’s a program that will change the way you think of the experiential takeover. Traditionally, this approach has involved a lot of drama—paint, a block party, a marching band and confetti. Netflix, however, snuck into the Little Italy neighborhood in New York City, the setting of the film “The Irishman,” for a takeover ahead of...
Stories of the Year, No. 7: Events Recognize Sober-Curious Millennials
Say what you will about millennials, but this generation has been behind monumental changes in events and beyond. This demographic led the infusion of consumer experiences in the b-to-b world… the festivalization of the business event. It ushered in a new wave of cause marketing strategies as well as the shared economy. And it is...
Stories of the Year, No. 8: Absolut Makes the Planet Fashionable at Coachella
Marketers know that younger generations expect more than lip service. If you’re a green-focused brand like Absolut, which is a CO2-neutral distillery, it means you have to weave that message into your experiences, educate consumers on the issues and then create opportunities for them to get involved or co-tackle the issue with you. At Coachella...
Stories of the Year, No. 9: Taco Bell Spices Up the Hospitality Space
If we may speak freely, Taco Bell is doing some cool shit. The brand has challenged perceptions of the fast-food space by becoming a relevant lifestyle brand. In recent years it has hosted a secret test kitchen event and a fashion show with Forever 21. This year the brand cooked up another reason to be...