B-to-C Events

NBA All-Star Weekend invited more fanfare than ever this year as the league celebrated its 75th anniversary and when it came to sponsorship activations, Mtn Dew and Ruffles understood the assignment. The PepsiCo-owned brands teamed up for the first time to elevate their presence at the event with a larger-than-life, co-owned hub that blended basketball […]

HBO Max presented a “provocative” two-day pop-up installation in Los Angeles for the March 17 premiere of its new comedy series, “Minx.” The activation, called “Joyce’s Jamboree,” celebrated the show’s character Joyce (Ophelia Lovibond), a young feminist collaborating with a publisher (Jake Johnson) to create the first erotic magazine for women during the ’70s in […]

They say everything’s bigger in Texas, and to celebrate the 90th anniversary of the Houston Livestock Show and Rodeo—and its 30th year sponsoring the event—Coca-Cola took the adage to heart and trotted into the event with a new 3,500-square-foot, Texas-style Ice House activation. The larger-than-life, open-air footprint served as a destination where attendees of all […]

Tito’s Handmade Vodka, the official vodka sponsor of the PGA Tour and PGA Tour Champions, unveiled its new Tito’s Stillhouse Lounge at the WGC-Dell Technologies Match Play at Austin Country Club in Austin, Texas, March 23-27. The hospitality activation, created to bring light-hearted entertainment to golfers and non-golfers alike, will travel to more than 15 […]

Commemorating the 50th anniversary this year of its 1972 original game show, “The Price Is Right,” CBS is embarking on a “Come On Down Tour” to bring the classic content to fans at 50 stops across the nation. The experience is inspired by insights that show consumers have sought comfort in nostalgic activities, music and […]