B-to-C Events
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B-to-C EventsDenny’s Gets In On Election Year Action With New Promo
Tying into election year buzz Denny’s is targeting consumers who love breakfast through an integrated promotion. The effort which includes TV ads in-store online and guerrilla components centers on a website vote4real.com where consumers can vote for real breakfast—made from ingredients cooked to order in Denny’s restaurants—versus the so-called “fake” meals offered by competitors.
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B-to-C EventsSheraton Activates New NCAA Partnership By Sparking Fan Rivalry
On March 11 Sheraton kicked off its first-ever CBS Sports and NCAA sponsorship by launching what the brand hopes will become the world’s largest online wave—a website where consumers can upload videos of themselves throwing their arms up in the name of team spirit. (Check it out at sheratonwave.com). Viewers can sort and watch clips by school or watch the videos in succession as one giant wave. At press time 274 fans had submitted clips.
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B-to-C EventsKia Sponsors Warped Tour
In an effort to reach younger drivers—and to hype the new youth-oriented Soul hatchback—Kia Motors America for the first time is sponsoring this year’s Vans Warped Tour.
“This allows us to really actively engage a younger audience ” Kathryn Cima sponsorship and promotions manager for Kia told Buzz. “We’ll be able to create a really well-rounded program.” -
B-to-C EventsColgate Activates Education Initiative With Comedy Showcase
As part of its ongoing education initiative—Bright Smiles Bright Futures—Colgate-Palmolive debuted the Bright Smiles Comedy Showcase earlier this month featuring an original skit performed by the LaughingStock Comedy Company and hosted by actress Nikki Blonsky at an elementary school in San Francisco. Colgate-Palmolive bused in children from other area schools. The next comedy show is scheduled for October in Phoenix.
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B-to-C EventsCoke Zero Capitalizes On March Madness
Coke Zero hired four NCAA fans to blog about March Madness for three weeks as part of its Coke Zero Ultimate Dream Job contest. The four fans were selected from a number of nationwide entries and have been relocated to San Antonio by Coke Zero where they’ll catch all of the NCAA Men’s Final Four action and blog about it.
“We’re drawing attention to the brand and why it’s so great. This was another way to activate the Internet ” Susan Stribling director-communications at Coca-Cola North America told Buzz.