B-to-C Events

When it comes to launching event programs in a market still stinging from the effects of the recession, some brand marketers feel more comfortable taking calculated risks than trying new ideas. That’s why more and more brands are testing the value of their event strategies in small doses before rolling them out to the masses. The test components can be as simple as trying out email subject lines to see which are more effective in driving registrations for conferences, like Intel did for its annual Developer’s Forum, or as complicated as road-testing an entire event.

Several sponsoring brands skipped the custom activations and lent their names to a series of full-scale baseball challenges set up throughout the fan experience:

It’s only been around for a few months, but it’s already kicking apps and taking names. Apple has sold more than three million units of its new iPad tablet since it launched in April, racking up about one sale every 2.3 seconds. And among those lining up to buy are event marketers and their industry partners who are using the devices to enhance their event programs. Whether the iPad is used for data collection and consumer interaction, or to boost sales and productivity behind the scenes, its impact on events shows no signs of slowing down.

Jeep this summer is hitting 16 markets with a series of ride and drive events that give consumers a chance to test their limits on steep off-road driving courses. The Rocks and Road tour is a full-day experience that is visiting air shows, festivals and state fairs until October to show off the brand’s new 2011 vehicle lineup. Taking center stage is the 2011 Grand Cherokee, which features a plethora of new hi-tech features to make highway driving safer and more fun, while taking off-road capabilities to the next level.

On July 31, Sears organized a flash mob at Chicago’s Navy Pier to drive consumer interest in its Sears Chef Challenge cooking competition, a series of events held at the brand’s Kenmore Live Studio pop-up shop. The competition awards the winners of each round with various prizes, including kitchen appliances and a donation to the charity of their choice. The surprise dance routine took place in Gateway Park and inspired passersby to shoot videos and photos that, once posted online, extended the reach of the event.