B-to-C Events

As the official cosmetics sponsor of Mercedes-Benz Fashion Week, this year Maybelline engaged consumers at an offsite pop-up experience located in the Late Show with David Letterman building that focused on bringing backstage fashion secrets and beauty trends to the masses. A new Fashion Week strategy this year for Maybelline, the pop-up allowed the company to promote more engagement with consumers.

Throughout Mercedes-Benz Fashion Week, official sponsor American Express offered an array of fashion-related events and experiences exclusively to its cardholders. The centerpiece of the sponsorship program was a partnership with Architectural Digest in which the company commissioned renowned interior designer Bill Sofield to create the American Express Skybox, an exclusive space situated above Lincoln Center’s The Theater and The Stage venues, from which guests could view runway shows, listen to talks by designers and fashion editors and sip flutes of champagne.

After 18 years of pitching its iconic tents at Bryant Park, New York’s Mercedes-Benz Fashion Week has uprooted the stakes. This fall the show moved to Lincoln Center, a venue farther from the Garment District, yet considered a hub of refined culture and art. EM scoped out the new digs and chatted with IMG’s Christina Neault, executive producer of Mercedes-Benz Fashion Week/IMG Fashion, about the move.

AOL

To drive tune-in and generate excitement for its tenth season, FOX and “American Idol” have launched a 16-city Idol Across America tour. The tour kicked off on Jan. 19, and is traveling in a wrapped bio-diesel motor coach covered in images of this year’s judges, who include Jennifer Lopez, Steven Tyler, Randy Jackson and host Ryan Seacrest. The tour runs through Feb. 26.