B-to-C Events

Now in its 14th year the once scrappy and alternative sporting event driven solely by youth and counter culture is being populated by 30-somethings who have homes jobs and kids of their own. Yet despite how much the first-generation fan base has changed its attitude remains the same—rebellious. (How else to explain all the pierced and tattooed parents jumping out of their hybrids with toddlers wearing skull and crossbones tees?) Can X Games sponsors continue to connect with a multi-generational audience that wants to forever stay just outside of the mainstream?

Japanese clothier Uniqlo set up shop in the heart of Times Square on Nov. 18 to introduce its Heat Tech thermal underwear line to the U.S.  From 10 a.m. to 1 p.m. New York’s huddled masses were invited to jump into a queue for a chance to receive a free pair of the brand’s signature lightweight thermal long johns or long-sleeved t-shirts. 

To promote its new handheld device the BlackBerry Storm Verizon Wireless in November launched a series of promos in Atlanta Chicago New York City and San Francisco that had consumers grabbing among a flurry of swirling tickets for a chance to win the new phones and other prizes.

Starburst this month is concluding a national tour designed to drive trial and purchases of its new Gummiburst liquid-filled gummies. The tour which debuted this fall and ends on Dec. 11 hit almost 30 college campuses across the country sampling gummies and engaging students with the chance to hop on stage and play in a virtual garage band—including drums guitar and bass—via a Microsoft Xbox console and four large plasma screens.

Now in its second year on the road the NBA on ESPN RV Tour will double its reach from 20 games to 40 games to promote ESPN and ABC’s expanded coverage of the NBA season. Games are broadcast on Wednesday and Friday on ESPN and starting in January on ABC on Sundays.