B-to-C Events

Every conversation in the event marketing industry eventually comes around to technology. You want to know what tools are out there to make your jobs easier, make your programs more successful and most crucially, make your target consumers love you the most. We have heard your clarion calls for help and now, with this monthly series, EM’s own Ken Briodagh will collect and codify the hottest, newest, most interesting, best (and sometimes worst) technological doohickeys available to you.

Mountain Dew on Feb. 25 launched a 20-week mobile tour to promote its new product Kickstart, a sparkling, fruity, caffeinated beverage it hopes will become the go-to morning liquid refreshment of choice among younger male consumers looking to “kick” their day off right.

The Macallan single malt scotch whisky brand is using a series of influencer events called Raise the Macallan to survey and then recruit a select group of consumers who will then be invited to a second, more exclusive series of tasting events called The Finest Cut. The two-part program is designed to help the brand identify and then educate prospective brand fans in the hope that they will spread their preference for and knowledge of the scotch whisky among friends and family.

To tap into the growing Millennial market and promote its fresh fruit products, Del Monte Fresh deployed a series of Beach Bash activations over six days in Daytona Beach, FL, for Spring Break. The activations lived primarily at the Plaze Resort and Spa, but the brand spread itself around Daytona to make sure its reach went as far as possible.

Rubbermaid Commercial Products in February rolled out the Built to Last mobile road show that over the next 12 to 24 months will visit large customer facilities, distributor locations and trade events throughout the U.S. and Canada. The interactive tour demonstrates the durability and ease of use of Rubbermaid’s commercial product line, which includes material handling products that are used in washrooms, waste recycling and janitorial-sanitation jobs in offices, schools, airports, construction sites and other locations.