B-to-C Events
Activation: Lexus Targets Younger Demo With Virtual US Open
As part of its US Open sponsorship Lexus created a three-day virtual tennis tournament at New York City’s Rockefeller Center. Playing tennis on Nintendo’s Wii console participants vie to win the grand prize—a one-year lease on a Lexus IS F and tickets to the US Open finals.
Targeting: Secret Asks Women So You Think You Can Dance?
Procter & Gamble’s Secret deodorant is rolling out its new Because You’re Hot campaign with the help of a celebrity-endorsed amateur dance contest. Secret’s Show Us Your Moves casting call tour kicked off Aug. 23 in New York City at the Roseland Ballroom. The first 200 dancers to arrive got 30 seconds to show their...
Sampling: Weight Watchers Takes Its Snacks To The Streets For First Time
For the first time Weight Watchers is moving its calorie-controlled snacks off of grocery store sampling tables and into the hands of hungry consumers at fairs festivals and family events. The brand’s multi-market sampling campaign launched in late August and will hit 25 events in Boston Chicago and New York through Sept. 30.
Sponsorships: Peroni Brews Up Fashion Week Presence
Upscale Italian beer brand Peroni Nastro Azzurro is looking to break boundaries and challenge the traditional beer drinking market to capture the attention of stylish consumers at Mercedes-Benz Fashion Week. The beer which last year entered a two-year sponsorship of the event is the official beer of Fashion Week events in New York City Miami...