B-to-C Events
10 Years of EM: Brands of the Decade
Ten years ago, a small subsection of corporate marketing departments began to fall in love with a fairly new and extremely unproven discipline called event marketing. From auto and financial-services to beverage, commercial aviation, retail and technology, it started to grow like religion.
10 Years of Event Marketer
The year is 2002. “American Idol’s” debut fever is spreading across TV sets all across America. The second installments of the “Harry Potter” and “The Lord of The Rings” trilogies are duking it out at the box office (as nerds everywhere rejoice—in Elvish). And somewhere in Berlin, Michael Jackson is dangling his son Prince Michael...
Scholastic Gives Kids Goosebumps
To celebrate the 20th anniversary of Goosebumps, the children’s mystery series by R.L. Stine, Scholastic Entertainment on Oct. 25 held an event in New York City that had a local third grade class solving challenges as they traveled through a 2,100-square-foot maze made of corn stalks. The event, dubbed Trick or Read!, capitalized on Halloween...
‘Human Meat Market’ Serves Resident Evil
Resident Evil is a household name in the gaming world, but in promoting the Oct. 2 release of the latest version, Resident Evil 6 “No Hope Left”, developer Capcom wanted to make sure a wider audience was introduced to “the dramatic horror experience of 2012.” So, Capcom activated a pop-up event designed to resemble a...