Event Marketer

Scion is targeting teens with a program that will have high school students creating marketing campaigns. The auto brand is offering students the chance to voice their opinion and showcase their business savvy by producing original marketing concepts they think will appeal to customers in their local area. Registered teams will compete this coming spring for a chance to win up to $5 000 in school supplies.

State Farm connected with women through a mall marketing program targeting shoppers on Black Friday the busiest shopping day of the year. The insurance company provided pick-me-ups for tired shoppers to create a one-on-one connection with the brand.

Pharma company Novartis has launched an educational tour to promote Reclast a new once-a-year osteoporosis treatment for women ages 55-plus. The company has partnered with independent living centers community senior centers malls and an organization for post-menopausal women called the Red Hot Mamas to host events in support of osteoporosis education and awareness. The tour runs through November and will reach 24 markets over a 20-week period.

Event marketing done right always creates buzz but brands looking to extend that word of mouth are introducing programs to the public earlier and in unique ways. Pre-event stunts get companies more time with the press and the public. In some cases they create buzz on the streets two or three days before a press conference or event taking advantage of traditional press time as well as the online conversations spurred by citizen journalism and word-of-mouth marketing.

HBO’s New York City store HBO Shop recently leveraged holiday buzz with a program designed to promote the store’s campaign around the 50th anniversary of the peace sign.