B-to-C Events

Australia-based St. George Bank is reinforcing its sponsorship of rugby league team the St. George Dragons by planting a six-foot by six-foot St. George Bank Footy Vault in stadiums through September and rewarding fans with the chance to win cash prizes.
The program launched on May 1 during the Round 8 National Rugby League match between the St. George Bank Dragons and Parramatta Eels at WIN Jubilee Oval, Kogarah.

Coors Light this April wrapped up a 10-week TV and online campaign inspired by its iconic Silver Bullet Express by welcoming 100 consumers aboard a fully branded VIA Rail Canada train for three days of events at select stops throughout Canada. From April 15 to 17, the brand totally transformed five baggage cars to engage consumers during the period after the Super Bowl when, according to Coors Light, its competitors’ promotions go dark.

Amtrak marked its fourth annual National Train Day by kicking off a four-market tour on May 7 that celebrates the anniversary of the first transcontinental railroad and, this year, the brand’s fortieth anniversary.

In the battle for mindshare among automakers that make alternative fuel and hybrid vehicles, it’s no longer enough to simply target the eco-conscious. If they hope to capture consumer interest—and market share—as the clean energy movement evolves, today’s auto brands need to grow the green consumer market, too, and make a case for sustainable lifestyle purchases to new demographics.

As part of its stepped-up partnership with the IZOD IndyCar Series, Verizon has signed on as a founding sponsor of the IZOD IndyCar Fan Village, a newly reformatted fan experience at the races. Verizon also sponsors a car in the series, Penske Racing’s No. 12 car driven by Will Power.

Verizon presented the idea for the village to IndyCar, which in turn worked with Verizon’s agency Marketing Werks to design the village. Additional sponsors include title sponsor IZOD, National Guard, Honda and Mattel Hot Wheels.