B-to-C Events
Street Events: Cinemax Feels The Force For Star Wars; HBO Pumps Boxing
Cinemax used a four-pack of events to make fans of the Star Wars franchise—and cable affiliates—feel like the force is with them. One-day “Join the Jedi Order events” (in New York City Los Angeles San Francisco and Philadelphia) gave die-hards the chance to feel like they’re part of the rebel forces. The cable network telecast...
Hybrid Events: Nissan Layers Concerts On Top Of Ride-and-drives
Nissan kicked off a 10-city tour last weekend giving consumers the opportunity to test-drive 2007 vehicles and check out performances by national and local musicians including country star Jessica Andrews and pop singer Jody Raffoul. “This is part of a growing effort within Nissan to leverage the power of music to connect with consumers ” Kevin...
Pepsi Rebrand Takes Event Savvy
LAUNCHING BRANDS IS TOUGH. Changing brands especially beloved 100-year-old-brands is even tougher. Witness the recent debacle that unfolded when Tropicana redesigned its orange juice packaging. After weeks of consumer outcry the brand dumped the new look and went back to the original carton that featured the iconic orange with the straw in it.
Glacéau Pops Up in Manhattan
Fry an egg dance a jig or get jiggy with it. It’s easy to burn 10 calories and Glacéau splashed that message all over New York City during its launch of vitaminwater10 last month with pop-ups in Union Square and SoHo. Since New York is home base for the brand launching its newest product there...