B-to-C Events

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. 

To preserve and bring to life the legacy of the figure that is the inspiration behind its brand message, Diageo spiced rum brand Captain Morgan teamed up with the Sundance Channel and award-winning director Michael Haussman to create “The Unsinkable Henry Morgan,” a documentary film about renowned privateer Captain Henry Morgan’s conquests in Panama. The 30-minute documentary follows a team of artists and experts as they travel through Panama in an effort to learn about Morgan’s legacy in the country today.

Events can be the stuff of great stories, and rather than closing the book when it’s time to pack up and move on, some marketers are taking the next chapter online, on movie and TV screens and even onto JumboTrons where footage captured on-site continues to engage audiences. Following are four examples of events, from cooking to cybercrime, cranberries to cars, that live on the airwaves and video screens long after the lights have gone out on the physical event and the last attendee has gone home.