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B-to-C EventsCook-Offs, Influencers and ‘Living Simply’: Inside Barilla’s Laver Cup Sponsorship
As much of the culinary world continues to hype complex meals featuring exotic ingredients and unconventional combinations, Barilla is keeping things simple. The 141-year-old pasta brand touted its understated approach Sept. 21-23 at the Laver Cup tennis tournament in Chicago with chef demonstrations, cook-offs and a clean design aesthetic that underscored its messaging. Part of […]
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B-to-C EventsAmex Incorporates Local Businesses Into its Chicago Bulls Fan Activation
With the start of the 2018-2019 NBA season on the horizon, American Express on Oct. 2 kicked off the ninth year of its partnership with the Chicago Bulls with an outdoor fan activation at Chi-Town’s Daley Plaza. The event, accessible to both cardmembers and non-cardmember hoops fans alike, offered attendees once-in-a-lifetime photo ops, music, player […]
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B-to-C EventsThe Full Field Report: Brands Captivate Pop Culture Superfans at Comic-Con International: San Diego
Wandering down a crowded street, a man dressed as Mario physically holds a replica Nintendo coin box above his head. Nearby, scores of consumers wait in a three-hour line to participate in a 10-minute escape room experience. No, we’re not in an alternate universe. This is Comic-Con International: San Diego, the original event platform for […]
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B-to-C EventsMore Than a ‘Straight Pour.’ Inside Exotico Tequila’s Sampling Activations
With its sights set on millennials and their penchant for all things handcrafted, Exotico Tequila hit Hispanic food festivals across the U.S. with a playful activation fueled by shaved ice cocktails. From mid-August to mid-September, the brand, whose spirits are crafted in the highlands of Jalisco, Mexico, brought its heritage to life at festivals in […]
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B-to-C EventsPop-ups: The National Park Foundation’s Multisensory Experience Helps Consumers Escape City Life
They say city life is no walk in the park, but that’s exactly what the National Park Foundation provided for Seattleites in an effort to boost interest in America’s array of national parks. The foundation, which serves as the official charity partner of the National Park Service, erected a multisensory pop-up park experience dubbed PARKTRACKS […]