B-to-C Events

If this summer’s sampling activations are any indication, small is the new big.

The mass-market sampling sweeps through 30 states that were once the hallmark of a “summer tour” have become tiny, micro-targeted community stop­overs and one-off events designed to win hearts, minds and tastebuds one local at a time. Through local engagement, local artists, local culture and a dash of social media, many of today’s beverage and food brands are finding that the best connection is the micro-cultural one.

Venerable dating site Match.com has been making love connections among singles through a 100-percent online platform since 1995. But last June, the brand forged a new path in matchmaking with The Stir, a comprehensive live event program that, to date, has attracted 225,000 attendees.

Merrell, the outdoor footwear and apparel brand, as part of its title sponsorship of the Merrell Down & Dirty Mud Run & Obstacle Series, is activating an event footprint on each stop of the series that engages attendees and informs them about the Merrell brand, particularly its new M-Connect product.

Kia, the auto brand best known for its affordable cars, earlier this year launched a series of “dine and drives” to raise awareness for the 2014 Cadenza, its entrée into the luxury car market. The eight-city tour dubbed The Cadenza Experience, took place at high-end restaurants and offered four-course meals prepared by a celebrity chef, and a truly high-end experience. 

(Photo: DISNEY JUNIOR/Lorenzo Bevilaqua) 

To gets kids rip-roaring with excitement for the season two premiere of its hit animated TV series “Doc McStuffins,” Disney Junior launched Doc’s Mobile Clinic, a multi-city interactive tour, which kicked off in Boston on Aug. 18 and wrapped Sept. 28 in Phoenix.