B-to-C Events

Stopping busy commuters in their tracks can often be a marketer’s biggest challenge. But when brands turn to innovative partnerships and engaging product sampling techniques, the high volume of meaningful touches they make can significantly increase sales and brand loyalty. Though the trick is giving consumers something worth stopping for, it’s equally important to have a backup plan in case they can’t. Microsoft and pen manufacturer BIC enticed hurried commuters to slow down this winter with memorable engagements at bustling train stations and busy airports.

Insurance company GEICO is getting on the NASCAR bandwagon with a recently signed five-year sponsorship deal that allows it to rebrand the camping areas at seven International Speedway Corporation race tracks. At the Daytona 500 on Feb. 20, the brand set up The GEICO Caveman Campgrounds for tent campers and the GECKO Shores at Lake Loyd for larger Class A Motorhomes across from the Daytona International Speedway in Florida. During the event, GEICO provided the NASCAR tent campers and RV communities with free Wi-Fi with access for up to 65 users at one time.

 OK! Magazine on Feb. 25 threw a pre-Oscar party with a British theme that promoted Raisinets as a healthy treat for the celebrities, influencers and VIPs in attendance.

Hyundai has partnered with the Rhys Millen Red Bull Rallycross team, which will race the brand’s new performance model, Veloster, in the 2011 U.S. Rallycross Championship and perhaps the Summer X Games. At the six planned races this year, the on-site activations will focus on the performance tuned production vehicles, Genesis Coupe and Veloster, and local brand managers will be giving attendees tours of the cars and collecting attendee data via surveys on buyer interest and brand consideration. Large flat screens will play race footage and rallycross highlights.

Wireless provider Sprint, the title sponsor of the NASCAR Sprint Cup Series, engaged potential and existing customers at the Daytona 500 on Feb. 20 with race-related products and driver interviews in a 100,000-square-foot open-air activation space called the Sprint Experience. Inside, fans were treated to driver meet-and-greets and easy access to functioning show cars and the Sprint Cup Series Championship trophy. To get fans in on the racing action, the brand also provided them with eight full-motion NASCAR racing simulators.