B-to-C Events
Event Safety: 10 Fresh Tips for Keeping Events Secure in a Brave New World
In this era of routine terrorist attacks, devastating natural disasters and political unrest, it’s the million-dollar question plaguing the industry: How could this threat have been avoided? From eliminating foreseeable risks to being prepared for the worst, there’s never been a more critical time for event marketers to arm themselves with the intelligence and resources necessary...
From Eco-Conscious to Family-Friendly: Six Trends from the Vans US Open of Surfing
Approximately half a million consumers descended upon Huntington Beach, CA, for the Vans US Open of Surfing, July 28 through August 5. The free, nine-day extreme sports festival featuring some of the best surfers, skateboarders and BMX bikers in the world attracted more than 20 brands seeking to engage a group of consumers defined by...
Budweiser Courts Soccer Fans with a Culture-Forward World Cup Final Viewing Event
As the global beer sponsor of the FIFA World Cup, Budweiser wanted to celebrate with soccer fans—some of the most passionate in the globe—in its own backyard. The result was a 750-person Budweiser LIVE World Cup final viewing event in Manhattan’s Chelsea neighborhood on July 15 that featured soccer influencers and athletes, New York City...
Sports Sponsorship Q&A: How American Express Keeps it Fresh at the US Open
American Express has been partnering with the USTA-owned US Open tennis tournament for a quarter of a century. And yet somehow, year after year, the brand continues to produce activations that delight—and comfortably cool off—consumers throughout the event’s two-week run. Its secret? Creating a program with a sound, strategic foundation informed by the latest trends...