B-to-C Events

For a CPG brand like Hershey, whose target market is essentially everyone over the age of 12 in the United States, it’s important to keep tabs on where younger generations are consuming their media. So, in an effort to connect with those audiences, the company turned to Twitch and its 15 million daily active users, […]

ComplexCon Long Beach is about hype, but for its booth at the inaugural ComplexCon Chicago, July 20-21 at McCormick Place, Reebok wanted to do more than create a momentary engagement. Aiming for maximum dwell-time, Reebok nixed the “drops” and activated a 23-foot-tall SuperShot Challenge basketball game (like Pop-A-Shot) designed to engage its 18-25 target in […]

Taco Bell’s legions of diehard supporters have defined what it means to be a brand superfan for years, and from Aug. 8-11, the fast food chain returned the love with an upscale hospitality experience dubbed The Bell: A Taco Bell Hotel & Resort. The activation, which took over an existing hotel in Palm Springs, CA, […]

Sneaker drops and other hype events leverage tactics like exclusive giveaways and sneak peeks to get media and consumers buzzing. But adidas on Aug. 8 went in a different direction: into the future. To prove to consumers that its styles have always been ahead of their time, the brand created a futuristic bodega pop-up in […]

Active tweens and teens are more likely to fuel up with a trendy beverage than a glass of milk, so the California Milk Processor Board’s Bones Love Milk brand hosted a nine-day “Shredquarters” skate park pop-up to encourage California youth to swap their Red Bulls for “nature’s energy drink.” The state is home to 1.6 […]