B-to-B Events

 To generate media coverage and social media buzz around its new line of Dunder Mifflin paper, Quill.com from Dec. 13 to 15 distributed free reams of the paper via food trucks in Chicago, New York City and Los Angeles. A Twitter feed, @DMPaperTruck, informed consumers of the giveaway locations.

In our Then and Now series, EM revisits old event marketing trends to find out where they’ve gone since we first reported on them. Are they old hats and has-beens? Or is that past up-and-comer a future best practice that’s now an industry standard? In this rolling installment, we re-examine some of 2007’s most popular rigs, which we covered in our February issue.

An ION television-branded mobile candy truck from Dec. 12 to 15 brought holiday cheer to advertising agencies along New York City’s Madison Avenue. The 24-foot-long truck, filled with an assortment of peppermint bark, toffee, candy canes and other goodies visited three to four agencies each day, for a total of 13 stops.

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.

Chevrolet this year executed the Dubai International Motor Show’s first-ever experiential vehicle launch. The Dubai show is typically locked down tighter than the plans for next year’s El Camino concept, but for the global launch of its Trailblazer SUV, Chevrolet needed to break with tradition. The brand unleashed a classic experience on the industry insiders and automotive media with the help of show organizers to steal the limelight from competitors with the first-ever global launch hosted at the Motor Show from Nov. 10 to 14.