B-to-C Events

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.

Beck's, the German beer brand owned by Anheuser-Busch, on January 29 held a pop-up event in New York City to support the launch of Sapphire, a new premium beer.

The event, which took place at Open House Gallery, in the city's SoHo area, is part of an integrated campaign that includes advertising on this year's Super Bowl and a sponsorship of Mercedes-Benz Fashion Week, as well as other initiatives that will continue throughout 2013. Pop-up events also took place in Beverly Hills, Chicago and South Beach. 

In the U.S., New York City sees more experiential action than any other market, and globally it’s one of the top choices for

Last year, we saw some of the most exciting moments in social media’s history, proving the platform's worth to brands, freedom fighters and political action committees. But it wasn’t all high points. Last year we saw some of the biggest bombs and screw ups we’ve ever seen. Some were so off-key we kinda thought they were hoaxes at the time. Sadly, they weren’t. We have a full roundup coming in the next issue, but here's a little taste.

Offender: Nestlé


The NFL Experience fan zone for Super Bowl XLVII last Sunday in New Orleans was chock full of brands vying for a bit of the fan's attention. Under Armour, the performance sports wear brand (that incidentally designed Baltimore linebacker Ray Lewis' golden game day shoes), brought one of the hottest games in town with its NFL Scouting Combine Experience.