Event Marketer

Prohibition you surely remember was repealed on Dec. 5 1933. Dewar’s recently began a push to turn that date into an unofficial national holiday—and of course to own it for the brand. “We’re hoping it becomes the next St. Patrick’s Day ” Ned Duggan assistant marketing manager for Dewar’s told Buzz.
 

BB&T will use its new NASCAR sponsorship to connect with b-to-b customers particularly those in the automotive aftermarket industry. The bank just signed its first-ever NASCAR sponsorship a two-year agreement with Clint Bowyer’s Busch Series ride.
 

To introduce its new Mega Pizza Rolls to active teens General Mills’ Totino’s brand is entering the action sports arena with a sponsorship of the 2007 Winter X Games in Aspen CO in January. (Agency: Fuse Burlington VT.) At the event the brand’s main goal is to “get hot pizza rolls into cold hands ” associate marketing manager Casella Okulaja told Buzz. But the company has a three-pronged approach to integrate the brand into the property:

Subaru of America used its sponsorship of this month’s Balboa Park December Nights community festival in San Diego to highlight the company’s ties to action sports. The company which sponsors the U.S. Freeskiing Series and other action sports properties set up a 30-foot-wide screen billed as the Subaru Starlight Cinema.
 
The company screened the extreme skiing movie “Pull” (which Subaru helped finance) and footage from the 2006 X Games where Subaru-sponsored athletes won all three medals in the rally car racing competition.
 

American Express’ recently announced multiyear sponsorship of the United States Golf Association is the first corporate sponsorship in USGA’s 112-year-history. But Amex’s approach to activating the deal isn’t so new: The company plans to continue its strategy of leveraging properties to offer exclusive benefits to its customers.