Sonia Andresson-Nolasco

The second day of the Event Marketing Summit (May 1) opened up with a keynote by Scott Schenker, vp-global events at SAP, who spoke not only as a marketer but also a visionary forecasting the future of the event marketing industry (sponsored by ewi Worldwide). With the WikiLeaks releases still fresh on folks’ minds, Schenker focused on disruption and change forged by the new trend of “people to people marketing.” He said, “Face-to-face marketing is no longer enough.

To generate awareness for the launch of its new weed and grass-killing product DuraZone, Bayer Advanced is visiting home improvement stores and family-friendly events in 10 markets through June 17 with the DuraZone Own Your Zone tour. The tour kicked off April 13 at the Maricopa County Fair in Phoenix, AZ, where it engaged consumers via a series of themed zones within its 40-foot by 40-foot space that tie back to the brand’s message that using DuraZone gives consumers back more of their time to enjoy the zones outside of their house.

BRAND: KIA
AGENCY: EWI Worldwide
CAMPAIGN: Close Encounters of the KIA Kind

To promote its coverage of the NHL’s Stanley Cup Playoffs, which kicked off on April 11, NBC Sports built a giant replica of hockey’s prestigious Stanley Cup and placed it in the middle of Times Square for three days (April 11-13) where it functioned as a working water fountain.

Courvoisier is using an Augmented Reality app-based photo activation to drive viral buzz for the launch of the newest addition to its line of cognacs, C by Courvoisier, at clubs, bars and restaurants in seven markets. On-site, brand ambassadors approach consumers with iPads to demonstrate how the app works and encourage them to download it. Then they snap the consumer’s picture using the app, which adds all sorts of fun elements to the photo, such as branded hats or an image of NBA star Shaquille O’Neal who partnered with the brand for the campaign.