B-to-C Events

Procter & Gamble’s Secret deodorant is rolling out its new Because You’re Hot campaign with the help of a celebrity-endorsed amateur dance contest. Secret’s Show Us Your Moves casting call tour kicked off Aug. 23 in New York City at the Roseland Ballroom. The first 200 dancers to arrive got 30 seconds to show their stuff to celebrity choreographers Rich and Tone and to compete for a shot at a guest dancer spot in an upcoming Jennifer Lopez video. The kick-off event wrapped with a special performance by J. Lo who sat in on several of the tryouts.

For the first time Weight Watchers is moving its calorie-controlled snacks off of grocery store sampling tables and into the hands of hungry consumers at fairs festivals and family events. The brand’s multi-market sampling campaign launched in late August and will hit 25 events in Boston Chicago and New York through Sept. 30.  

Upscale Italian beer brand Peroni Nastro Azzurro is looking to break boundaries and challenge the traditional beer drinking market to capture the attention of stylish consumers at Mercedes-Benz Fashion Week. The beer which last year entered a two-year sponsorship of the event is the official beer of Fashion Week events in New York City Miami and Los Angeles.

To engage consumers and gain awareness and trial Lever 2000 is serving up a US Open sponsorship activation that includes free group tennis lessons a sweepstakes to win five days in New York City and tickets to this year’s finals match as the grand prize. In addition an online component offers site visitors a reality tennis challenge. Activations center on the theme Raise Your Game.

La Costeña will wrap up its La Costeña Feel The Heat Jalapeño Eating Challenge Tour with a big-league finale in Chicago on Sept. 16. The event held in conjunction with the 2007 Major League Eating circuit and the International Federation of Competitive Eating will have competitors on the MLE circuit which includes Nathan’s Famous Fourth of July International Hot Dog Eating Contest in Coney Island attempt to break the one-minute jalapeño eating record which currently stands at 16.