B-to-C Events
Mezcal Brand El Silencio Builds a Speakeasy for Major League Soccer’s LA Galaxy
Los Angeles-based Mezcal El Silencio has become a sponsor of Major League Soccer’s LA Galaxy team, marking a mezcal brand’s first sponsorship of a professional sports team. As the MLS season kicks off this month, the team’s home stadium will gain an El Silencio-branded bar, the “Mezcaleria El Silencio,” as well as a secret speakeasy...
How Courtyard Turned its Super Bowl Sleepover into the Ultimate Loyalty Program
Marriott’s Courtyard brand took rewarding customer loyalty to new heights—or rather, the end zone—when it created a platform for frequent guests to cash in rewards points for once-in-a-lifetime experiences tied to Super Bowl LIII. For one Marriott rewards member, Nick Pagliari of Wisconsin, that meant cashing in a record 3.25 million points to win the...
How High West Whiskey Honored Utah Rail History with a Portable Saloon
High West whiskey kicked off its first-ever multi-city mobile tour, the High West Whiskey Run, on Feb. 6 at the base of Park City Mountain Resort in Utah during the 2019 FIS World Championships snowboarding and ski event. The tour’s centerpiece: a caboose train car that converts into a bar and bears an aesthetic modeled...
Three Insights from Intel on Creating Industry Event Experiences That Stick
How Intel approached an industry event with people in mind Like most technology brands, Intel is challenged with introducing its target audiences to innovations that often need some explanation—more importantly, demonstration. It’s why the brand has transformed what could be standard demos at events into product experiences that “democratize” its technologies and solutions. At the...