B-to-C Events
General Motors Shifts into Drive at Olympics
General Motors Canada is using the Winter Olympics to show off its full fleet, promote the upcoming launch of the eco-friendly Volt and drive leads. The automotive sponsor (associated with the Games since 1976) is using a combination of mass blitz and targeted touches to both blanket Vancouver and drive test-drives. The company, which donated...
Video Tour of the P&G Family Home
Taking over the USOC family program from now-departed sponsor Bank of America, the consumer product giant has turned a conference center on West Hastings Street into a “home away from home” for U.S. athletes and their families, in the process bringing to life nine of its top brands. Open from 11 a.m. to 11 p.m....
EM Goes Inside P&G Home
In what may be the fastest turnaround of an Olympic sponsorship deal ever, Procter & Gamble signed, sealed and then delivered its first-ever P&G Family Home in about 60 days.
On the road with the Olympic Torch
When the Olympic flame on Feb. 12 lit the cauldron at BC Place Stadium, site of the 2010 Winter Olympics in Vancouver, it symbolized peace, hope, inclusiveness, equality, joy and fraternity to viewers around the world. To Coca-Cola and RBC, presenting sponsors of the 2010 Olympic Torch Relay, the flame represented all that and more:...