B-to-C Events

To kick off the 20th anniversary of its children’s I Spy series, Scholastic on April 13 created a publicity stunt that gathered 20 second-graders to engage in a live version of the seek-and-find activities found in the beloved book series. The publisher hand picked the New York City second-graders to compete in finding 20 objects hidden around a 12-foot-high I Spy-themed cake on Military Island in Times Square. 

Planters is crossing the country this spring and summer in a brand-new mobile vehicle called the Nutmobile, a 25-foot 2011 Isuzu Series NPR truck that runs on biodiesel, is powered by solar panels and a wind turbine and features flooring made from reclaimed wood (Build: Turtle Transit, Lancaster, MA). The Naturally Remarkable Tour kicked off Feb. 23 and is visiting 16 cities through August where the brand will sample its products and spread its eco-friendly message.

2K Sports, the maker of the Major League Baseball 2K11 simulation-based video game, on baseball’s Opening Day launched the $1 Million Perfect Game Challenge, a contest in which gamers try to pitch a perfect game using the latest edition of the MLB 2K series. The launch event took place at the MLB FanCave in New York City where attendees, beginning at 12:01 p.m., could test their gaming skills at one of four pick-up-and-play PS3 kiosks.

Glenfiddich single malt scotch whisky, distilled by William Grant & Sons in the UK, has begun its Cask of Dreams campaign, a new live and online program designed to help fans pursue their dreams. The program, which kicked off April 5 in Los Angeles, consists of a mobile tour to 12 major U.S. markets throughout the month of April with Scotch whisky experts and official Glenfiddich brand ambassadors Heather Greene, Freddy May and Mitch Bechard.