B-to-C Events

To support its new Cartoon Network program, “The Yoda Chronicles,” LEGO Systems master builders created the biggest LEGO model ever built and brought it to New York City’s Times Square. The model is a life-sized “Star Wars” X-Wing fighter that weighs about 46,000 pounds, is 11 feet tall and 43 feet long and has a wingspan of 44 feet.

Citi is sponsoring the Rolling Stones’ 50 & Counting tour, offering experiences celebrating the band’s decades-long contribution to the music industry and to the rock ‘n’ roll world. The tour kicked off May 2 in Los Angeles and wraps June 24 in Washington, D.C.

To make new connections with the college crowd, Sperry Top-Sider in April brought its signature boat shoes to West Coast college campuses with its Vacationland College Tour.

Throughout the month of May, New York State-based Friendship Dairies has been rolling out the cottage cheese wagon for consumers in Connecticut, New Jersey, New York and Pennsylvania—a first-time foray into the event marketing space for the brand.  The tour, known as the Fit to Go Mobile Mixer Tour, is designed to show off the versatility of Friendship’s cottage cheese, offer consumers recipes and differentiate the brand’s products from its competitors’ at Chobani and Daisy, which have been attempting to grab market share away from Friendship.

In the early morning hours of April 15, Mondelēz International hit the streets of Los Angeles to promote its belVita breakfast biscuits, a sweet and crunchy morning snack product introduced in the U.S. market last year. The effort was led by brand ambassador, actress and comedian Jane Lynch who visited local hotspots to lift spirits and distribute samples.