Kenneth Briodagh

When it comes to hosting high-end hospitality events, most brands think you have to go big or go home. But with a test program in its South Florida market, Audi is working on a new formula that still goes big—in style and boldness—but stays refined and focused when it comes to generating measureable results.

In this monthly series, EM brings you tips and tricks from pros and experts who’ve been eating social media marketing for breakfast. So eat up, and check us out on Twitter @eventmarketer and facebook.com/eventmarketer for more.

It all started on Facebook, and ended in Granby, CO, at the C Lazy U ranch from Aug. 26 to 28, where Dial for Men created Camp Dirt, a weekend of fun and filth designed to exemplify the brand’s mission inviting men to “Get your dirt on. We'll get it off.” The social media-driven sweepstakes invited men to enter on the brand’s page for a chance to compete for a $10,000 prize for the dirtiest camper.

There is a group of consumers out there that is almost impossible to define demographically, but they are affluent, smart and growing more numerous all the time. They call themselves makers, lifehackers and inventors and they delight in recycling found objects to make something new. Their inventions range the gamut from handmade crafts, quilts and clothing to robots with flamethrowers mounted on top.