B-to-C Events

What it takes to reap the benefits of aligning with the Macy’s Thanksgiving Day Parade

VH1 is giving consumers a venue to chat—away from the water cooler—about its reality programming including “Scott Baio is 46... and Pregnant ” “Rock of Love 2 ” with Bret Michaels and “Flavor of Love 3.”

The concept: a booth placed in high traffic areas where consumers can watch clips from the series and then record a 15-second video response. The brand will choose the most unique videos to be aired on the channel and other videos will be available to watch on a microsite.

Outdoor equipment company Coleman is helping New York City Mayor Michael Bloomberg achieve his goal of planting one million new trees in New York over the next 10 years and in the process is hoping that consumers will perceive the brand as more than just equipment for campers.

“We are all about encouraging people to get outdoors ” Ann Walden director of p.r. told Buzz. “Not everybody can go camping so we’re encouraging backpacking tailgating neighborhood parties going to the park. We want our name associated with a variety of outdoor events.”
 

Wachovia Bank is teaming up with Greater Philadelphia Tourism and PBS to sponsor American Legacy magazine’s mobile tour during Black History Month.  

On Jan. 24 allergy drug Zyrtec became available nationwide without a prescription. To mark the occasion in a primary market Zyrtec turned a frigid four days in January (Jan. 24-Jan. 27) into an immersive springtime stroll through New York City’s Central Park. The 8 100-square-foot Spring Wonderland Dome invited families to park their strollers grab some hot cocoa wander into a springtime scene and get involved with the “outdoor” activities.