B-to-C Events
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B-to-C EventsSponsoring Olympic Athletes
As the countdown to the 2008 Beijing Olympic Games begins many brands are waiting with nervous anticipation to find out if the athletes they sponsored will make the cut. Will they get to be associated with legends in the making like Michael Phelps? Will their alternative sports star become the next Shaun White? Or will the ultimate gamble the underdogs become the next feel-good press sensation like the Jamaican bobsled team?
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B-to-C EventsHonest Tea Steps Up Efforts To Support Wider Distribution
As part of a strategy to become more accessible and reach a broader audience Honest Tea in May will launch a yearlong 10-city guerrilla sampling tour. In addition a partnership with Jamis bikes will allow the brand to give away 1 000 bikes in random drawings as part of a retail and online sweepstakes that supports the effort. Originally sold only in health food and specialty retailers the bottled organic beverage brand is opening distribution to mainstream supermarkets and Sam’s Clubs. Coca-Cola purchased a 40 percent interest in the company earlier this year.
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B-to-C EventsLevi’s Drives Traffic To New NYC Store
Levi’s is building excitement for the grand opening of its fourth New York City location this time in Times Square by commissioning 3-D sidewalk chalk artist Julian Beever to create an original piece of art for the event.
“The Levi’s brand is loved by many different communities out there—and Julian’s artwork is very participatory and about making people part of his art so we thought if there was a way to take some of Levi’s’ iconic elements and marry them to Julian’s art it could be a match made in heaven ” Doug Sweeny director-brand marketing Levi’s told Buzz. -
B-to-C EventsSlurpee Rocks with Guitar Hero
7-Eleven and Activision have partnered with Coca-Cola and Microsoft in a marketing blitz to promote the new Full Throttle Frozen Blast Slurpee drink and to generate interest for Activision’s new game Guitar Hero: Aerosmith which will hit retailers in June. The integrated program includes online and radio contests grassroots events and traveling street teams all designed to reach music loving videogaming techno-savvy 18-34-year-old guys.
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B-to-C EventsPlayStation Connects With Music Fans At Bamboozle
Sony Computer Entertainment America leveraged its first-ever sponsorship of The Bamboozle Festival—a two-day alternative music festival at the Meadowlands Sports Complex in East Rutherford NJ—this weekend with a variety of activations surrounding its PlayStation brand.
“The consumer there is very young creative and forward-thinking ” Donna Armentor senior manager-lifestyle alliances and consumer events at PlayStation told Buzz. “It’s a great match for the PlayStation brand.”