B-to-C Events

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To showcase the versatility of cotton and position cotton as high-end fashion, the trade group Cotton Inc. last month sponsored a 24-hour live fashion show in Miami’s trendy South Beach area. Beginning at noon on Nov. 19 and running until noon the next day, the show featured one fashion “look” per minute for a total of 1,440 outfits that highlighted cotton as a fabric that is fashionable night and day. Each of the 24 hours presented themed categories of cotton apparel such as “pajama party” and “urban chic.”

Spiced rum brand Sailor Jerry is taking its social media conversation offline with a cross-country music festival tour that features six branded Airstreams. The Colorado, Illinois and New York leg of the tour wrapped on Nov. 20, while the other three vehicles are visiting warmer climate events in California, Florida and Texas through the end of the year. The 2012 kickoff of the tour is tentatively scheduled for Super Bowl weekend followed by a visit to the South by Southwest Festival in Austin.

Canon on Nov. 15 held a red-carpet premiere at New York City’s Museum of Natural History to celebrate the launch of “When You Find Me,” a film inspired by eight winning photos submitted in an online user-generated contest that generated more than 96,000 entries. The film was shot with Canon DSLR products and is a centerpiece in the company’s “Long Live Imagination” campaign, an effort in partnership with Hollywood director Ron Howard. Howard’s daughter, Bryce Dallas Howard, directed the 24-minute film.

On Nov. 17, Microsoft’s Xbox division and the NFL announced a multi-year sponsorship deal that will make the game console brand the official partner of the NFL PLAY 60 youth health and wellness program. The partnership will seek to teach kids how to be active while having fun, courtesy of Kinect for Xbox 360.