B-to-C Events

Boost Mobile has been creating buzz for the brand—and driving teens and young adults to volunteer—using a two-pronged attack of music and volunteerism.
Through its title sponsorship of a nonprofit called RockCorps Boost offers free admission to concerts only to consumers who volunteer in their communities.

Every university has a different process for approving and scheduling brands’ on-campus events. Some it seems are microfocused on every last detail while others appear to let just about anything go.

For marketers targeting students getting a piece of the user-generated content realm seems like a logical move. Set up a videocamera invite some young whipper-snappers to get silly slap up some videos and let the viral stampede begin right? Um hello! Like that’s so 2006. Student-created content can build powerful brand loyalty but only when it’s authentic—meaning peer-approved hands-on and grounded by a strong concept. Three programs that empower the under-20 set without seeming too corporate:

Line extensions might seem exciting to product development types. But when it comes time to market multiple (and often very similar) brands at one event that can be tricky business. Cannibalizing the equity in each line is a risk. Confusing consumers with too many or unclear brand messages is another. For multiple brands in the same place at the same time here’s how to strike the right balance.     

A well-executed media stunt not only will have press lining up to take photos and shoot video but also can get consumers to ooh and ahh from the sidelines.
Over the last several years DaimlerChrysler has been regularly taking the photo op a step further—using the events to generate p.r. and media hits as well as spur consumer interaction. The automaker’s range of events has included everything from auto show launches to tactical one-offs.