B-to-C Events

Nabisco as title sponsor of One Direction’s North American tour is bringing teen consumers closer than they “ever imagined” to the British pop boy band with live and digital experiences tied to its portfolio of cracker, cookie and gum brands. The 35-market tour kicked off June 13 in Fort Lauderdale, FL, and is heading to cities across the United States and in Canada.

To promote the second season debut of “Mountain Men,” The History Channel on June 6 activated a Mountain Men City Trek experience that brought the TV series to life for New York City urban dwellers. The weekly program depicts the survival skills and cunning required to live in the wilderness.

Delta Air Lines in May gave consumers a taste of what its new $1.4 billion terminal at John F. Kennedy Airport in Queens, N.Y., has to offer with T4X, a pop-up in the SoHo neighborhood of Manhattan. The new Terminal 4 officially opened May 24.

Pampers has teamed up with Texas-based supermarket chain H-E-B for a 60-stop mobile tour to drive trial and awareness of its products among Hispanic consumers. The “Little Texans” tour features a Pampers-branded bus that is stopping at H-E-B retail locations along the southern border of the state. The 12-week tour started in San Antonio on April 13 and is traveling to locations throughout San Antonio, Laredo, Corpus Christi and the Rio Grande Valley.

The Arby’s Foundation has beefed up its Hungry for Happiness mobile tour, which is designed to increase enrollment in summer meal programs for needy children and raise awareness of childhood hunger. Now in its second year, the tour has doubled the number of cities it will visit and has added a social component. And, while last year’s effort was funded solely by the Foundation, this year the entire Arby’s organization, including franchisees, is supporting the campaign.