B-to-C Events

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.

Airports are busy places. They’re also natural environments where there is a lot of delay and downtime. To take advantage of this fact and the needs of travelers, Dell recently activated a travel hub experience at London Heathrow designed to highlight the latest Dell XPS range of products as part of the brand’s Power to Do More Campaign.

Lupus is an autoimmune disease that is little understood and often un- or misdiagnosed. It has many conflicting and elusive symptoms, can strike with no warning and has no known cause or cure. To attempt to raise more awareness for the condition, and more money to lead to better treatments, and hopefully a cure, the Lupus Foundation of America has launched the 11-market Help Us Solve the Cruel Mystery National Tour.

To engage its college-age target market and at the same time highlight the relevancy of computer science and graphics development in video game creation, NVIDIA, a leader in visual computing technologies, launched a tournament for rival universities featuring Activision’s Call of Duty: Black Ops II. The brand’s GeForce GTX graphics processor serves as the game’s “engine.”

A new rum is on the scene in the U.S. and is turning to experiential to rise above the noise in the crowded premium liquor market. Shellback Rum is introducing itself to the world with the interactive Shellback Rum Hut, and is hitting venues and events all over the country with the experience throughout 2013.