B-to-C Events

Marking its 23rd year as sponsor of the US Open, Heineken brought an expanded Heineken House to the USTA Billie Jean King National Tennis Center in Flushing, NY, Aug. 25 to Sept. 8, offering live screenings of the biggest matches, entertainment, sandwiches and ice-cold beer in an open-air deck above the food village. The brand […]

Clorox on Saturday, Sept. 6, filled a tent outside of New York City’s Lincoln Center, the site of Mercedes-Benz Fashion Week, with branded videos, an interactive photo booth and comely male models clad in briefs. The idea was to educate consumers on its newest product—Clorox Smart Seek Bleach, which can be used to launder white […]

Myths and the stigma surrounding bladder leakage make it an uncomfortable health condition to discuss openly. Unfortunate, since one in four Americans experience it and nearly half are under the age of 50. Through a new marketing campaign, Kimberly-Clark’s Depend brand is opening the floodgates, so to speak, with “Drop Your Pants for Underwareness.” Depend […]

One of the biggest experiential programs of the year has finally been uncorked. Anheuser-Busch InBev this afternoon took its year-long Up For Whatever campaign to a whole new level with the unveiling of Whatever, USA, Bud Light’s takeover (and makeover) of Crested Butte, CO. The beer giant earlier this summer announced the creation of Whatever, […]

As event marketers slice and dice their target audiences into ever smaller and more meaningful groups, their activation strategies get smaller and more meaningful, too. As a result, community-level event programs are gaining momentum as both standalone programs and spinoffs of larger efforts, but with a homegrown twist. Benjamin Moore painted the town red (literally, […]