B-to-C Events

Char-Broil, the outdoor cooking company, in April launched the 10th edition of its annual mobile grilling tour. The campaign this year has been expanded to 30 weeks and will travel to 27 states as part of an integrated campaign that also is measuring the effectiveness of its marketing strategies.

“In the past, when we did experiential marketing, we would send the tour off on its way,” Michelle Zeller, vp-marketing at Char-Broil, told Buzz. “This year we are trying to knit and weave it all together.”

In our Then and Now series, EM revisits old event marketing trends to find out where they’ve gone since we first reported on them. Are they old hats and has-beens? Or is that past up-and-comer a future best practice that’s now an industry standard? In this eco-installment, we re-examine green-friendly trade show booth materials, which we began covering in our earliest issues.

Photo marketing is a valuable tool for a variety of reasons. It’s an incentive to get consumers to interact with your brand, it captures data, it serves as a long-lasting memento and generally drives eyeballs to your website during the photo retrieval process. But what’s next on the horizon for photo marketing? Once that photo lands in the inbox or on the Facebook page, how can event marketers get the photo activation past the point of distribution? EM checked in with the experts to find out how they’re using photo marketing to inspire consumers to take action.

To drive awareness for its newly reformulated zero-calorie enhanced water brand and connect with dog-lovers and others who live an active, healthy lifestyle, Propel Zero in April hosted an invitation-only event at Church Estate Vineyards in Malibu, CA, for influencers, their four-legged friends and the media. In addition, the brand created the Propel Zero to 1,000 program, a call-to-action to get people moving 1,000 more minutes per month, season or year, depending on their level of commitment to the challenge.

Mexican beer brand Dos Equis hit up bars in 17 markets every night from April 21 to May 5 to show consumers the Lost Art of Celebrating Cinco de Mayo.