B-to-C Events
Sperry-Topsider’s Five Tips for Making Feel-Good Connections
When Sperry-Topsider headed to six West Coast university campuses this past spring with the Vacationland College Tour, the primary objective wasn’t to sell its boat shoes to the college crowd. It was to make a feel-good connection with the students. And given the mindset of college kids today, that was no doubt the bigger challenge...
Merck Pop-Up Schools Canadians on Allergy Symptoms
To drive trial of its allergy control product portfolio during peak allergy season, Merck Consumer Care Canada activated a suburban-style pop-up in bustling urban centers in three major cities. The Allergy Relief House visited Vancouver in April and May, Toronto in late May and June, and Montreal in September. The 30-foot by 40-foot structure, complete...
EM Editor Plays Merrell Brand Ambassador for a Day
Okay, I may not have had the most glamorous “embedded” job this summer. Manning the welcome desk as a brand ambassador at one of Merrell’s Down and Dirty Obstacle Races doesn’t quite rank up there with going undercover at Burning Man (Hi, Ken!) or hanging with the happy people in P-Town (Right, Rachel?), but it...
American Express Charges EM’s Own with Parade Duty
Under the cover of darkness, 4:30 a.m. Aug. 22, I set off for Provincetown, MA, a top LGBT summer destination located at the tip of beachy Cape Cod. Cape traffic can be pretty miserable, though not at that hour, and so in those peaceful early morning hours, iced-coffee in hand, glowing sun rising above the...