B-to-C Events

Bacardi in June sponsored the first game in the World Soccer Masters Tour, a new property that launched in Miami and gave the Miami-based rum brand a chance to connect with Hispanic soccer fans as it celebrates its 150th anniversary. The event, held June 23 at Sun Life Stadium, drew more than 48,000 fans who watched Lionel Messi, the world’s best player for three years in a row, and other top soccer players.

The Cisco House, a two-level b-to-b experience designed and built on the roof of the Westfield Mall and office park by the Stratford rail station, might just be the best Olympic experience few will ever set eyes on. And that’s the idea.

With a location that you almost missed, BMW’s 8,500-sq.-ft. floating brand pavilion scores high on both design innovation and experience. The gigantic, eye-popping branded barge, which floats on the Waterworks River in front of the Olympic Stadium and Aquatics Center, boasts a huge LED strip across its front center section while water from the river beneath flows down its sides.

Global sponsorship activation is not for everyone, as evidenced by a few of the London 2012 sponsors that tried to make some noise, but, well, just didn’t (are you kidding us, Panasonic?).

Kia Motors America throughout July teamed up with the Atlanta Hawks in Georgia to host the Kia Summer Hoops Tour that staged more than 20 basketball clinics at Boys and Girls Clubs, YMCAs, youth leagues and other recreational facilities across the state. The free clinics were designed to teach basketball fundamentals to youths between ages 7 and 16 and their parents and emphasized education, dedication teamwork and personal responsibility in addition to the sports skills.