B-to-C Events
Dutch Beer Brand Grolsch Bikes for Beers in Miami
To celebrate Queen’s Day, a Dutch national holiday, beer brand Grolsch in Miami partnered with local bike group The Miami Bike Scene, the Grand Central Park non-profit organization, and the Dutch Consulate to turn the monthly Miami Critical Mass bike ride into the Go Dutch! bike ride on April 27. The ride wound through the...
Dance Revolution Reaps Rewards For Heineken USA
The music industry changes rapidly. And in the late 1990s, electronic dance music, or EDM, gave birth to raves and gave djs a chance to get out from behind the scenes and launch their own careers. The EDM movement lost some momentum during the early 2000s, but in the past few years has again been...
Torani Transforms Its Trade Outreach Program
It isn’t often that a b-to-b tour gives rise to one that connects with consumers, too. As a matter of fact, it’s quite unusual, says Julie Garlikov, vp-marketing at Torani, the Italian coffee syrup brand. But that’s exactly what happened last year when Torani took to the road with its bottles, cups and blenders, hitting...
Nike’s Broadway Bowl Celebrates NFL Draft
Nike on April 27 turned New York City’s Times Square into the Broadway Bowl, a full-on, truss-enclosed football field at Broadway and 42nd Street. The brand invited former NFL players, current athletes, cultural influencers, and officers of the NYPD and FDNY to play a 30-minute five-on-five flag football game, to build excitement around the draft...