B-to-C Events
Sampling: Smoothie King Embarks On First Tour
Smoothie King Franchises’ first-ever event tour is focusing on getting consumers to take a taste of the company’s beverages. The events revolve around a fully customized van—named the Orange KaBAM Van after a menu item—where the Smoothie King crew whips up its fruity concoctions. Hitting fairs festivals and sporting events the tour unfolds into a...
Sponsorships: ING Expands Its Marathon Empire To The Mile High City
ING announced last week that it will add the Denver Marathon to its expanding portfolio of marathon sponsorships. The multiyear deal also makes the company the title sponsor of the ING Marathon Relay a four-person relay “race-within-a-race ” to be held on Oct. 14 the same day as the marathon.
How GE’s Water Tour Paid Off
GE Water trades in hundreds of trade shows for a paid proprietary event program. A look at how its first-ever World Water Tour is paying off Filters that turn salt water into drinking water. Mobile units that purify 600 gallons of water per minute. Miles of tiny membranes that reclaim waste water and save energy....
Tastemakers in New and Creative Ways
Product sampling programs target tastemakers in new and creative ways Street-corner handouts during rush hour and pop-up stands at fairs and festivals have long been the vehicles of choice for sampling campaigns. But to really catch consumers when they’re most receptive some brands are closely tracking attitudes lifestyle habits and basic need-states like thirst and...