B-to-C Events

Following on the success of last year’s Tastings and Tapas Tour, Freixenet in September launched a smaller, more eye-catching MINI Mobile tour that within its first five weeks has increased the sparkling wine brand’s fan base by 55 percent. The three-month integrated digital and event-driven campaign, which rolled out in Boston, consists of in-person and online experiences, weekly social media giveaways and a national sweepstakes to win a two-year lease of a new MINI Cooper.

Electronic Arts on Sept. 22 kicked off its fourth annual FIFA mobile tour, this year with the addition of a second gaming title, a third mobile vehicle and an extended tour schedule. The EA Soccer & Speed Tour features the newest version of its soccer game, FIFA 13, and Need for Speed Most Wanted, a driving game with social components that enable players to compete against their friends.

Organic Valley’s American Cheese Revolution Tour, a mobile sampling tour to promote its new American Cheese Singles, is traveling to retailers, family-friendly events and community venues in major markets to promote its unprocessed, 100 percent organic cheese slices. Through a partnership with Healthy Child Healthy World, the six-week tour, which launched in August, also educates consumers on “real” versus processed food choices.

To encourage German consumers to think of their local airport as not just a hub for travel, but as a destination in and of itself, the Düsseldorf International Airport will on Oct. 7 turn its check-in area into FashionAirport—a fashion show activation complete with a 164-foot long catwalk, runway and models. The airport is hoping to encourage people to visit the shops and restaurants, even when they aren't traveling that day.

To drive awareness for The Cut, New York magazine’s fashion blog, the publication provided six SUVs to transport attendees at Fashion Week in New York City to and from downtown and uptown events.

Dubbed “The Cut Shuttle,” the wrapped, branded Cadillacs provided a stylish ride between the two major Fashion Week centers, Milk Studios and Lincoln Center, and served as a mobile billboard for The Cut, which in August re-launched as a standalone blog at thecut.com. The luxury fleet operated daily, Sept. 7 to 13, from noon to 8 p.m.