B-to-C Events

Prepare to ditch the creative briefs and the commercial-quality stuff. It’s time to go YouTube.
The video sharing web site that’s getting more press lately than Britney’s breakdown (well almost) is making its mark on events with brands from Jeep to Intel to Shell getting on board and getting some play. Whether they’re creating the videos or letting their customers do it for them more companies have been latching on to the craze looking for ways to leverage the potentially huge viral impact.

Having a web presence as part of a fully integrated event campaign is no longer a nice add-on; it’s now an almost expected part of the mix both for b-to-b and consumer events. But marketers are taking the medium to the next level.

It’s all fun and games until somebody loses the series—or fails a drug test or wrecks that shiny new race car or gets arrested or burns a house down or well you catch our drift.
Can your sports sponsorship stand on its own if your team (or its marquee athlete) doesn’t perform? As any experienced sponsorship exec can tell you it pays to strategize for the best while planning for the worst. Six tips for moving ahead when the team’s main attraction runs into trouble.

When the Cartoon Network set out to promote “Aqua Teen Hunger Force” with a 10-market guerrilla marketing effort the company never could have imagined the publicity the stunt would get.

Any brand with enough money can attach itself to the biggest music acts in the world. But finding a lesser-known band—one that hasn’t hit iTunes or the Billboard charts yet—can be more difficult. Hooking on with an up-and-coming band that has a following in a given market can give a brand instant credibility among the target audience.
When you’re on the outside of a market looking in it might be difficult to separate the next My Morning Jacket from the group that’s destined for the bar mitzvah circuit. Three tips: