B-to-C Events

In year one of a three-year partnership as the exclusive beer provider at Chicago’s Pitchfork Music Festival, craft brewer Goose Island served up exclusive beers and a fun environment for tasting them. The festival, which took place July 19 to 21 in Union Park, attracts fans of up-and-coming musicians and headliners such as Bjork and MIA and provides a natural fit for niche brands such as Goose Island, which was acquired in 2011 by AB/InBev.

MillerCoors’ new summer style Blue Moon Agave Nectar hit the public for the first time in Sacramento, CA, at the GOOD: street food + design market July 7. The brand built buzz with a custom Agave Nectar mural created by local artists at the site of the popular market, which is set up to emphasize good design, good food and clever do-it-yourself culture that stimulates the local economy—all things the brand wanted to tie into.

There’s no better way to win the hearts of wannabe professional baseball players than to create the experience of the best kind of field action there is— pitching, stealing bases and catching fly balls. At this year’s MLB FanFest, Under Armour offered just that, and the opportunity to share all the fun with friends.

Intel wants consumers to know that it’s more than just a chipmaker. So to demonstrate its breadth of innovations to the public, in May it launched a six-month global tour to give consumers the opportunity to experience and interact its technology through Intel-based devices. The tour kicked off in New York City and hit Chicago, Tokyo, Beijing and London in June and July. It will make stops in Sao Paulo and Moscow before wrapping up in Sydney in October.

Pilot Pen has launched a mobile tour to get its new FriXion (pronounced like “friction”) Clicker, a gel ink pen that erases without leaving smudges, into the hands of consumers. The tour, called “On the Road to Mistake-Free Writing,” launched on July 9 and will travel to 100 Walmarts and Office Depot stores across the U.S. until Oct. 1.