B-to-C Events

It’s been 100 years since the Canadian Football League first kicked off, and to celebrate, the league has sent out a cross-country branded Grey Cup 100 Tour Train to meet fans all across the Great White North and drive excitement for the fall season.

Detergent brand Woolite this September executed its first-ever Fashion Week activation with a pop-up shop in New York City’s SoHo neighborhood. The WooliteWashed Boutique kicked off its 11-day run on Sept. 5 with a press event, and then opened to the public on Sept. 6 with a consumer event that coincided with Fashion’s Night Out and featured celebrity host Cat Deeley and style expert Jacqui Stafford.

Hush Puppies in August kicked off a six-week Off the Leash mobile tour that is taking its fall 2012 footwear collection—and its iconic basset hound mascot—to retailers, universities and music festivals throughout the Southeast. The effort marks the first mobile tour for the 54-year-old footwear brand, which is sold in more than 160 countries, as it seeks to update its brand awareness among a younger, hipper consumer base.

In life, change is constant. In event marketing, the same. And though the industry certainly continues to evolve, one quest never slows: the data chase.

Marketers across the industry need data from event attendees in order to prove performance, generate leads, push digital communication and ignore post-experience communication. And they’re upgrading age-old tactics to goose their chances of getting it.

Cotton Incorporated, the research and marketing organization for U.S. cotton growers, this fall is setting out to visit college campuses as part of its From Blue to Green campaign. The program is a call to action to get students to recycle their old jeans for reuse as donated housing insulation for in need communities, often affected by natural disasters.