B-to-C Events

IN LITTLE HAVANA the scene and smells were comfortingly familiar—the aroma of deep-fried foods and cigar smoke wafted Latino rhythms echoed and anti-Fidel signs abounded. Under an unseasonably warm 90-degree sun families sluggishly made their way to Eighth Street where the annual Calle Ocho Cuban festival promised cultural fanfare—and maybe more importantly free stuff from some of the nation’s top brands. For marketers it was the perfect opportunity to reach one of the top Hispanic markets.

Press Events: Milk-Bone Builds World’s Biggest Dog House To Celebrate 100 Years
To celebrate it’s 100-year anniversary and to kick off it’s 14-city cross-country tour Milk-Bone on May 21 hit Times Square with a one-day media blitz that included celebrity appearances pet psychic paw readings dancing dog demonstrations a $1 million charity donation and an opportunity for pooches and their people to come by for a sample—all inside a 480 square-foot dog house covered in 100 000 Milk-Bone biscuits.

Buzz Builders: MTV Promos Show With Pink-Clad Impersonators
To drive buzz for MTV’s new reality show “Legally Blonde The Musical: The Search For Elle Woods ” the brand had 50 Elle Woods impersonators hitting New York City landmarks singing hits from the Broadway musical during a two-day stunt.

“One of the main reasons for the stunt was to get to the core Elle Woods audience but also to reach passersby and get the attention of the press ” Damon Burrell vp-marketing at MTV told Buzz.

PR Stunts: Steve & Barry’s Hypes New Launch With Laird Hamilton Paddle Surfing Promo
As a way to reach active male consumers and launch Wonderwall a new collection of surf and skate apparel inspired by big wave surfer Laird Hamilton retailer Steve & Barry’s had Hamilton paddle surfing around the Statue of Liberty in a media blitz that also hit Malibu beach. In-store autograph signings in Maui and San Diego a viral contest and an online sweepstakes also support the launch.

Event Tours: Mondavi Takes Revamped Program On The Road
Inspired by the success of its Crush in the City tour last year Robert Mondavi wines is taking its offerings on the road again this year with a revamped tour. Dubbed Discover Wine with Robert Mondavi this year’s tour has expanded beyond the Robert Mondavi Private Selection (last year’s focus) to include the Robert Mondavi Winery portfolios.