B-to-C Events

It’s day two for EM here at SXSW and the dogs are barkin’ big-time. Don’t worry though, we’re not slowing down, and there’s still plenty to see.

On March 10, at-home soda maker brand SodaStream kicked off its Spring Break program at Panama City Beach, FL, with a series of beach activations. The brand will be on the beach through March 18 with a 20-foot by 20-foot footprint that has as its backdrop a 12-foot by six-foot cage atop a trailer filled with empty soda cans and water bottles equaling the average five-year waste of a family of four. The cage evokes SodaStream’s eco-friendly message, which according to research, resonates with this demographic.

EM’s own Ken Briodagh has been on the ground in Austin for 48 hours now, and so far, he’s seen some of the best the Interactive portion of South by Southwest has to offer.

OREO, the iconic chocolate sandwich cookie with the creamy filling sold by Kraft Foods, on March 6 celebrated its 100th birthday with surprise parties in seven U.S. cities, including a flagship event in Los Angeles where country music group Lady Antebellum performed several songs including, of course, “Happy Birthday.” Additional parties were held in other cities around the world The parties were part of a global campaign that includes in-store, print and TV advertising and digital initiatives around the theme “celebrate the kid inside.”

To celebrate the 25th anniversary of “The Magic School Bus” book series, Scholastic this past October invited a class of second-graders from the United Nations International School to Pier 84 in Manhattan where The Magic School Bus rose from the Hudson River on a barge. Scholastic used its educational Magic School Bus, which tours the country throughout the year, as the backdrop for an oceanic themed lesson. When not in use, the bus is stationed in Connecticut.

Brand: Scholastic
Agency: The Michael Alan Group