B-to-C Events

In an effort to generate media buyer buzz MySpace earlier this month played off election fever and unleashed 50 actors megaphones and a fictitious character named Max ROI onto the streets of New York City. Max ROI (which is pronounced “Roy” and stands for Rate of Impression) may appear in future MySpace efforts. The goal of the promo was to send the message that partnering with MySpace yields the highest rate of impressions for advertisers.

Kia Motors the category sponsor of the NBA activated its presenting sponsorship of NBA Tip-Off Week Oct. 28-Nov. 3 with several activities in New York City.

Pharma company Novartis has launched an educational tour to promote Reclast a new once-a-year osteoporosis treatment for women ages 55-plus. The company has partnered with independent living centers community senior centers malls and an organization for post-menopausal women called the Red Hot Mamas to host events in support of osteoporosis education and awareness. The tour runs through November and will reach 24 markets over a 20-week period.

State Farm connected with women through a mall marketing program targeting shoppers on Black Friday the busiest shopping day of the year. The insurance company provided pick-me-ups for tired shoppers to create a one-on-one connection with the brand.

Scion is targeting teens with a program that will have high school students creating marketing campaigns. The auto brand is offering students the chance to voice their opinion and showcase their business savvy by producing original marketing concepts they think will appeal to customers in their local area. Registered teams will compete this coming spring for a chance to win up to $5 000 in school supplies.