B-to-C Events
Johnnie Walker Activates Exclusive Tasting Experience in New York City
On Sept. 10, Diageo brand Johnnie Walker Blended Scotch Whisky took over the Altman Building in New York City and transformed it into the House of Walker experience where it hosted two tastings of its iconic liquor. Guests registered in advance or were invited through a cooperating organization and were advised to arrive early so...
Chevy ‘Cruzes’ to VMAs with ’50s-Style Drive-In
As part of a strategy to launch its new Cruze vehicle, Chevrolet created a 1950’s-era drive-in theater that featured hip-hop artists N.E.R.D. and Ciara, and 350 car lovers and MTV fans who danced and partied among 100 classic and new Chevy cars. The event, which took place September 11 on the lot at Paramount Picture...
Compost Brand Ties its “Poo-litical” Message to Elections
Environmentally friendly liquid compost Cow Wow is making some “poo-litical” noise this election season with its Heads of State tour. The centerpiece of the program is a pair of six-foot-tall Styrofoam and fiberglass busts constructed in the likenesses of Texas Gov. Rick Perry and his opponent Bill White that sit atop a 16-foot trailer. The...
Maybelline Pop-up Offers Mini-Makeovers During Fashion Week
As the official cosmetics sponsor of Mercedes-Benz Fashion Week, this year Maybelline engaged consumers a with a pop-up makeover experience that focused on bringing backstage fashion secrets and beauty trends to the masses. A new Fashion Week strategy this year for Maybelline, the pop-up allowed the company to promote more engagement with consumers.