B-to-C Events

Convenience store 7-Eleven is celebrating its iconic Slurpee frozen beverage with a mobile tour targeting 16- to 24-year-olds at favorite summer hang outs--malls, movie theatres, concerts, water parks, fairs and festivals. The tour is traveling in two 16-foot vans and three 32-foot vans, all branded with colorful artwork, where consumers can sample Slurpee flavors, play low-tech backyard-style games with balls and stacking cups or video games to win key chains, magnets, stickers and more. Brand ambassadors hand out coupons to drive in-store redemption in each market.
 

Solar energy was at the heart of AT&T’s display at Earth Day’s 40th anniversary celebration on the National Mall in Washington, D.C., where thousands gathered on April 19 to embrace green living and practices. Though branding was not allowed, the company’s signature colors and iconic blue globe gave its identity away, and attendees flocked to it to take advantage of its mobile services.

Making consumers work to be part of a brand engagement seems counterintuitive, but brands like Canadian Club Whisky, Starwood Hotels and Red Bull are doing just that.

The secret to their success is a modern twist on an old idea—a scavenger hunt that integrates the web with the real world for a series of branded experiences filled with clues, chases and great prizes.

In 1967, Canadian Club Whisky began hiding cases of its whisky around the world and sponsoring hunts in which consumers competed to find them. This year, the brand has resurrected its Hide A Case program to challenge consumers to find one of its 43-year-old lost cases.

The preliminary competition began May 17 and continues until July 9. Competitors of legal drinking age register at hideacase.com and each week they are challenged to solve a puzzle, which, if correct will earn them 10 points and the right to proceed to the next round of competition.

Green Mountain Coffee is connecting with consumers and sampling its caffeinated brew this summer on its first-ever mobile tour. Through Sept. 15, the brand will be visiting fairs, festivals, malls and high-traffic locations across the Northeast to raise awareness for its coffee and promote its Keurig single-serve coffee brewing system. Attendees will get a chance to try the brand’s signature coffee and share their coffee revelations inside a nine-foot tall booth built to look like a hot cup of Green Mountain Coffee.