B-to-C Events

On Jan. 8, Eastbay, an online and catalog retailer of athletic shoes, apparel and equipment, kicked off the 2012 leg of its Where Athletes Are Tour in a 70-foot semi-trailer traveling to schools and tournaments in Illinois and Wisconsin. The interactive retail space targets athletes of all ages, including athletic directors, coaches and parents of athletes.
 

During the Atlanta Hawks vs. Cleveland Cavaliers game on Saturday Jan. 21 in Atlanta, the Georgia Lottery activated a 3D light show during halftime to introduce the new $2 Powerball game. The game was launched throughout the Lottery’s more than 40 participating Powerball states on Jan. 15. This was the first time that any of the Lottery regions executed an experiential campaign to educate the public about the game, and the Georgia Lottery decided to do it during the basketball game to promote the program on a large scale to a diverse audience, and capitalize on its sponsorship.

In year one of a four-year partnership with Vail Resorts, Cadillac in December activated a brand experience called Cadillac Ice Drive. The program, which took place Dec. 21-23, showcased the luxury vehicle’s safety technologies on slick surface conditions to vacationers at the upscale resort.

On Jan. 20, vodka brand New Amsterdam kicked off its old school barbershop experience targeting millennial males at the opening night party at the Slamdance Film Festival in Park City, Utah. The 10-foot by 20-foot experience features a dark wood bar, shaving stations and a shoe shine chair. It will be traveling to various markets in the coming months. 

Madria Sangria, an E&J Gallo Wines brand, has been hitting non-traditional venues to showcase its fruit flavors with its Fruit Stand sampling experience. The brand hit the Houston Tamale Festival, Oktoberfest and Step Up Women’s Network Members Celebration in Los Angeles, the San Francisco Ski and Wine Expo, Taste of Orlando in Florida and The Wedding Salon Bridal Expo in New York City. The stand was a basic sampling program, but Madria says it finds that its fruit flavors draw in people (mostly women) who are looking for a more refreshing beverage at the events.