B-to-C Events

Oxygen Media on July 10 wrapped up its second Dance Your Ass Off tour in Orlando, FL, a five-city marketing program to promote the second season of the network’s signature “Dance Your Ass Off” dance competition series. This year’s tour included a new charity component in which attendees pledged on the tour and online at oxygen.com to dance off a total of a million calories to benefit local chapters of the American Heart Association. The network also made donations to AHA chapters at each of the five stops.

Every event marketer knows that lead qualification starts with data collection, but collecting the right data makes all the difference. Unfortunately, ticking off an “interested in more information” box on an exit survey is easy to do, and thereafter also easy to forget. Instead, what if it were possible to track attendees’ exact behavior at your events? Which sections they visited and spent the most time in, and even which parts of a video game they played better than others to find out what they are really interested in?

To introduce the world to its new all-electric vehicle, the Nissan LEAF, the brand is rebooting its four-year partnership with Rodale Inc. and hitting the road to visit 18 high-performance sporting events, including, for the first time, the Boston and New York Marathons and the Tour of California bicycle race.

A box truck’s a box truck, no matter how you dress it up, unless of course the truck is a dental clinic or beauty salon, or even a swimming pool. This spring, brands like Lifetime Network, Sensodyne and TLC ditched the flashy graphic wraps and instead hit the streets with custom-designed glass-enclosed mobile vehicles. 

The BET Awards Viewers Choice Mobile Tour hit the road last month to encourage viewers to vote for their favorite music artist, visit BET.com and watch this year’s awards show held June 27. The tour kicked off on June 17 in New York City and wrapped at the awards show in Los Angeles. In between, it made stops in high-trafficked areas, including festivals, concerts and retailers where they handed out tickets to the show.