Event Marketer

Ikea stormed into New York City during the International Contemporary
Furniture Fair with a street campaign that brought the chain to life.
The catch? The retailer wasn’t invited to the event.

 

Instead Ikea set up shop across the street from the Jacob K. Javits
Convention Center the fair’s home with its own Ikea Everyday
Fabulous exhibit. Inside the retailer showed off its wares and talked
up the furniture’s role in relaxed living environments. The company

Unilever’s Lever 2000 brand has announced a multiyear sponsorship with
the United States Tennis Association. Lever 2000 becomes a sponsor of
the US Open the 10-event US Open Series and each of the series
tournaments. The brand will use the deal to support its new Perfect
Match co-branding effort with Unilever sibling Vaseline Intensive Care;
Lever is kicking off a campaign this summer to highlight Vaseline
Intensive Care ingredients in the soap.

 

“This was a natural partnership for Lever 2000 as our consumers lead

Target signed as presenting sponsor of Broadway Under the Stars a free
outdoor concert scheduled for June 26 on the Great Lawn in Central Park
. The concert will feature Broadway actors (names are still tba but
last year’s performance included Christina Applegate of the musical
“Sweet Charity”) backed by a full orchestra. This event moves to
Central Park from Bryant Park where it was held last year.

 

John Remington Target’s vp-marketing told Buzz the brand will

Earlier this month IBM executed the largest live event in the
company’s history—a town hall gathering for 19 000 employees in India
including 10 000 in Bangalore and 9 000 linked by satellite from Delhi
Kolkata Mumbai and Pune. The objective was to “demonstrate to IBM
India and to the world that a model of global integration is the future
for IBM and for all enlightened businesses ” Heidi Terens vp-corporate
events for IBM told Buzz.

 

The core event was held June 6 at Bangalore’s Palace Grounds—a large

PepsiCo has signed a multiyear deal with the National Hockey League
replacing Coca-Cola which had been an NHL sponsor for 17 years.

 

Susan McDermott a spokeswoman for Coca-Cola told Buzz that the brand
felt it could find more value in deals with the individual teams. “It
became apparent to us that the level of value at the national level
wasn’t what we were looking for ” McDermott said. “Given that we have
18 of the 30 NHL teams including all six in Canada and five of… the