B-to-C Events

June/July 2003

Chevrolet

Back then: Chevy’s team was finally rested up after the 2002 Olympic Torch Relay the largest marketing initiative in GM’s history. It was a 117-city extravaganza involving 11 000 torchbearers witnessed by 13 million cheering fans across 14 000 miles covered by 43 Chevy Tahoes Suburbans motor homes and then all-new Avalanche. It all added up to a Grand Ex Award for Chevrolet.

August/September 2003

Lego

Back then: When Vince Rubino marketing programs project manager appeared with Michael Boland senior brand manager and Paul Schou vp-brand marketing event marketing was at an all-time high for this kid-focused brand. The Bionicle Unleashed van was about to roll (one of five mobile tours that summer) along with sports leagues partnerships retailtainment theme parks and its own retail stores as part of an integrated targeted event strategy.

November/December 2003

Reebok

Back then: Micky Pant Reebok cmo was sporting an Event Marketer Dream Team jersey and sweatpants in the Reebok corporate showroom.

May 2003

FedEx

Back then: Kevin Demsky was whipping up a recipe for Memphis-style sponsorships that is almost as unique as the region’s babyback ribs. Demsky told EM that FedEx sponsorships are “a conduit” for convincing customers to utilize its services which led to eight rules for winning the sponsorship game. Rule One: Sponsorships are not created equal. Rule Eight: Know when to say good-bye to a property.

June/July 2003

ING

Back then: Steve Baskin (in tie) vp-brand development and sponsorships and team were sprinting over the Brooklyn Bridge with the win of a lifetime a Grand Ex Award for ING’s title sponsorship of the New York City Marathon. The financial-services company activated the city’s annual event on all fronts with guerrilla efforts a community outreach and an informative captivating exhibit at the runners’ health and fitness expo.