Sonia Andresson-Nolasco

Iconic brand mascots have long been popular draws for live events. But now, with the advent of social media, vintage mascots have gone modern and gained greater relevance as a strategic event marketing tool. Thanks to Facebook, Mr. Peanut can have his own fan base. And nothing updates an Oscar Mayer Weiner like a shiny new food truck-inspired Weinermobile. This summer, both iconic characters are hitting the road to take advantage of the times, and the trends. 

When software provider Compuware made the choice to take its global user conference virtual in 2010 due to budget and travel cuts, attendance for the show doubled, bringing in new attendees from India, Mauritius, Mexico and Sri Lanka. This May, the company did it all over again on a platform that reached more than 30 countries spanning three different time zones. Now that’s global.

Tasked with rolling out new retirement and annuities product features to thousands of financial advisors nationwide, MetLife insurance this spring made a virtual event for the first time a significant part of the push to connect with internal advisors, as well as third party advisors from banks and brokerage companies.

When sustainability runs in your veins, or at your roots, as is the case with Planters, being green comes as naturally as sustainability comes to its core product the peanut, which releases nitrogen into the soil, refueling it for other crops. To spread the message about its sustainability heritage to consumers and sample its product, Planters has been on its Naturally Remarkable Tour since Feb. 23, traveling the country in a brand-new mobile vehicle called the Nutmobile with Mr. Peanut at the wheel (not literally, but he makes appearances at events).

Frozen pizza brand Freschetta hit the road this summer on a cross-country food truck tour designed to make new connections with female consumers ages 28 and older. The brand’s Freschetta Simply… Inspired product line sponsored Natasha Bedingfield’s “Less is More” Live Nation Tour and at each stop served up fresh, hot slices at concert locations across the country.