B-to-C Events

Claritin Canada, a division of Merck, for a week in May took over Toronto’s streets with the Pedal for a Greener City campaign. The month-long initiative offered free EcoCab rides to residents and invited them to help create a greener city by voting for one of three potential urban green projects proposed for Evergreen Brick Works, a community environmental center in the heart of the city.

To raise awareness and create buzz, Sundance Channel on May 31 produced three pop-up performances throughout Manhattan to celebrate the launch of Push Girls, a new series that premiered on June 4. Push Girls is a docu-series that features four women who live in Los Angeles who by way of illness or accident are paralyzed from the neck or waist down.

Indeed, it was the year’s greatest case study. An amalgam of every hot trend, activated by every new event marketing strategy—all with the power to drive $1 billion in sales (and that’s just for starters).

Healthy fruit-in-a-pouch snack brand GoGo squeeZ, a division of Materne North America, has launched the Pass the Play (PTP) program across all the brand’s experiential marketing this year, and the first execution is centered on a little green ball. The program is designed to advocate social, active play among children and distribute samples of the brand’s healthy snack.

To raise awareness and capture fan data for future marketing efforts, NHL Network is activating an augmented reality-based brand activation campaign through the playoff season. The guerrilla promotion, dubbed “Raise the Cup,” lets hockey fans have their photo taken as they hold, or at least appear to hold, the sport’s beloved Stanley Cup overhead. The playoffs, which began April 11, are slated to end the week of June 6.