B-to-C Events
Immersions: Gore Puts Customers In The Eye Of The Storm
W.L. Gore & Associates’ Gore-Tex and Windstopper fabric brands are embarking on a first-ever mobile tour designed to give consumers an inside look at how durable the materials are. “We wanted to give people some insight into what the rain rooms were like and we wanted consumers to experience the rigorous testing that everything goes through...
Pop-ups: Pernod Wraps Initiatives Into Chivas Lounges; Others Activate In-store
After success last year with a touring golf-themed pop-up environment for The Glenlivet brand spirits marketer Pernod Ricard has unveiled a new pop-up initiative for its Chivas Regal brand. The Chivas Studio opened two weeks ago in New York City; following a three-week run there it will pack up and move to Dallas Miami Chicago...
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...