B-to-C Events

Brands target the celeb-obsessed by sponsoring high-profile green rooms

The green room is traditionally a quiet backstage area where talent and celebrities cool their well-shod heels away from the maddening crowds. These are an often Spartan affair where actors rehearse their lines or gather their thoughts before stepping into the spotlight. But like many an aging Hollywood A-lister the green room is getting a makeover. What was once a functional space has now become synonymous with backstage luxury.

Brands use exclusive perks to strike chords and make connections at events

Customer rewards are no longer just for the super-rich. They’re one of the fastest growing ways to build customer loyalty at events.

American Express has offered cardholders exclusive perks at events such as the US Open for years. Last month cardmembers could flash their card and borrow portable TVs from AmEx at the Open events so they could see all the action no matter where they were sitting (Agency: Momentum New York City).

Photo and video activation grows more fun for attendees and more flexible for marketers

Like moths to a neon green flame consumers still can’t get enough of traditional photo activation. But like so many things that become so last year so quickly photo and video activation has to change to keep up.  

Luckily technology is keeping pace.

Photo and video activation grows more fun for attendees and more flexible for marketers

The ways to get involved are as diverse as the destinations themselves. Affluent adventurers can try out Pentax cameras among the glaciers in Alaska. American Express cardholders can get exclusive tickets to a food and wine cruise that sails from New York Harbor. Retirees can see the Caribbean while fulfilling a lifelong dream to learn the piano on Yamaha keyboards.

Government proclamations aren’t just for recognizing causes anymore

Secretaries day. Earth Day. Leif Erickson Day. (We don’t get that last one either.)