B-to-C Events

For many college kids, this time of year means only one thing: Spring Break. For many, it's the first time they'll go away without mom or dad to chaperone. For all, it's a once- or twice-in-a-lifetime chance to live like a superstar: hanging on the beach, pounding some beers and rocking the clubs with their best friends. This year, BIC got down and dirty to get them clean shaven at spring break destinations South Padre Island, Texas, and Panama City Beach, FL. 

To drive viewership for its broadcast of the tournament-style mixed martial arts competition Bellator MMA, Spike TV on Feb. 13 challenged attendees at the Bellator Mixed Martial Arts Tournament at New York’s Barclay’s Center to test their skills at a punch meter game that measured the force of the punches and put the top fists up on a leader board. Top punchers competed for the title of grand champion. The network was the first home of the Ultimate Fighting Championship, which moved to FOX in 2011.

At this year’s Canadian International Auto Show, Chevrolet Canada featured in its exhibit a special Hot Wheels-inspired blue Camaro that hit the market early this year for a limited time. It was a particularly significant event for car lovers and Hot Wheels enthusiasts because one of the very first Hot Wheels toy cars ever produced was a blue custom Camaro in 1968.

It’s springtime in Austin and that means the South by Southwest Interactive, Film and Music Festival is playing host to the hip, high-tech and influential. Your friends at EM are on the scene, and we’re going to bring you the intel on all the new interactive offerings you’ve got to know about this year (look for it in our April issue). But first, a little taste of some of the brand activations we loved.

Cotton Incorporated returned to Miami’s South Beach to highlight cotton as a versatile fashion option with the second iteration of its 24-Hour Runway Show. This year’s show, which featured a different outfit every minute from 8 p.m. March 1 to 8 p.m. March 2, involved more social media engagement than the previous one. A post-event Shop the Runway component, in which consumers could purchase the apparel showcased on the runway, also was new.