B-to-C Events

Nutrition brand Maxitone, maker of protein shakes and bars for women, activated a temporary brand environment at the Westfield London shopping center atrium from Feb. 1 to 17 to support its Thank You Protein campaign.

One of the biggest issues impacting the operational cost structure of the event marketing industry has nothing to do with marketing budgets. Nope. It’s not the fast-paced worlds of social media or technology, either. It’s not even the changing cost of gasoline or the high price of travel.

The biggest threat to your event marketing portfolio’s bottom line may just be a quiet storm brewing around your people—the hired event staffers and helping hands you contract for days and sometimes weeks to be the faces of your brands in the field.

It is a piece of plastic with a string of numbers and an expiration date stamped across the bottom. 

At the North American International Auto Show in Detroit this year, the LA Auto Show before it and the Chicago Auto Show last week, Subaru set out to help its famously die-hard fans live out their road trip fantasies and give unconvinced consumers a moment to imagine what bringing the brand’s vehicles into their lives could do for them.

To promote its new series “The Americans,” FX on Jan. 28 activated a stunt in Los Angeles that had a replica Russian submarine appearing to break through the pavement at the busy Hollywood and Highland shopping area. From 10 a.m. to 6 p.m., the Cold War era came to life as Russian-speaking actors dressed as officers and soldiers of the Soviet Navy guarded the sub while military drills and a helicopter flyover took place around the eye-catching visual.