B-to-C Events
Weighing In: The Pepsi and NBA Sponsorship Deal
Pepsi on April 13 announced it was taking over sponsorship rights of the NBA, leveraging its Mountain Dew, Aquafina, Brisk, Doritos and Ruffles brands to engage NBA fans, and terminating the 28-year-old deal previously held by Coca-Cola. Under the terms of the sponsorship, Mountain Dew will serve as the lead brand of the partnership in...
Viral Video Q&A: The Rules of ‘Contagious Content’
The digital era demands a new way of thinking about brand and content marketing. Our exclusive Q&A with viral video experts Fritz Grobe and Stephen Voltz You might know Fritz Grobe and Stephen Voltz as the “Coke and Mentos guys,” those lab coat-wearing stars of one of the first viral videos to hit the internet....
Kipling Launches Surprise And Delight Campaign
What started last year as an experiment in “making happy” on a block in San Francisco has become a movement for Kipling, a maker of handbags and accessories whose brand logo includes a long-tailed monkey and the words Make Happy. On April 8, it kicked off the initiative in New York City, where Kipling brand...
Fiskars Expands Mobile Tour For a Second Season
Fiskars, a leading global supplier of home and garden products, is once again pruning its way across America as part of its second Discover the Difference mobile tour. The journey, which began in Chicago on March 5, will make 70 stops at retailers, farmers markets and gardening events in 14 U.S. cities, aiming to put...