B-to-C Events
PlayStation Connects With Music Fans At Bamboozle
Sony Computer Entertainment America leveraged its first-ever sponsorship of The Bamboozle Festival—a two-day alternative music festival at the Meadowlands Sports Complex in East Rutherford NJ—this weekend with a variety of activations surrounding its PlayStation brand.“The consumer there is very young creative and forward-thinking ” Donna Armentor senior manager-lifestyle alliances and consumer events at PlayStation told...
Early Times Creates Giant Mint Julep At Derby
Early Times leveraged its sponsorship of the Kentucky Derby this year by creating what the company claims is the World’s Largest Mint Julep a six-foot tall glass filled with the traditional drink of the Derby ornamented with a sprig of mint and an Early Times branded stirring stick.The brand commissioned Indiana-based Weber Group to create...
A&E ‘Decontaminates’ Andromeda Fans
A&E is promoting its upcoming miniseries “The Andromeda Strain ” based on Michael Crichton’s 1969 bestseller about extraterrestrial germs run amok by enticing consumers into a custom-made “decontamination” chamber. The space-age chamber features a two-and-a-half minute trailer of the six-hour film which will air on the network in two parts over Memorial Day weekend.
Kraft Rolls Out Tour To Support New Bagel And Cream Cheese Line
To drive trial and sales of its new Bagel-fuls product line—bagel sticks filled with Philadelphia cream cheese—Kraft is taking the tasting campaign on the road. The nationwide sampling tour kicked off April 9 at a Times Square bagel shop that was re-branded Bagel-fuls Café where Joy Behar comedian and co-host of ABC’s “The View ”...