B-to-C Events

Sometimes you just need to feel the grass under your feet. For dozens of unsuspecting consumers in Vilnius, Lithuania, Coca-Cola made this happen by transforming a city plaza into a branded pop-up park and then filming the surprise and delight as passersby stopped by. The film, Coke’s latest viral Where Will Happiness Strike Next project, […]

Hellmann’s on Sept. 24 invited 500 New Yorkers to lunch at Hudson River Park’s Pier 84 as it broke the Guinness World Record for longest picnic table in honor of the mayonnaise brand’s 100th birthday. The record previously stood at 305 feet and three inches; this table measured 320 feet and two inches. The public […]

When Sperry-Topsider headed to six West Coast university campuses this past spring with the Vacationland College Tour, the primary objective wasn’t to sell its boat shoes to the college crowd. It was to make a feel-good connection with the students. And given the mindset of college kids today, that was no doubt the bigger challenge […]

To drive trial of its allergy control product portfolio during peak allergy season, Merck Consumer Care Canada activated a suburban-style pop-up in bustling urban centers in three major cities. The Allergy Relief House visited Vancouver in April and May, Toronto in late May and June, and Montreal in September. The 30-foot by 40-foot structure, complete […]

Okay, I may not have had the most glamorous “embedded” job this summer. Manning the welcome desk as a brand ambassador at one of Merrell’s Down and Dirty Obstacle Races doesn’t quite rank up there with going undercover at Burning Man (Hi, Ken!) or hanging with the happy people in P-Town (Right, Rachel?), but it […]