B-to-C Events
Q&A: Reebok Discusses its Return to Fitness
In the 1980s, Reebok was a fitness-focused company at the forefront of the women’s aerobics and step training movements. By the late’90s and early 2000’s, the brand had aligned itself with sports, forging partnerships with big-name athletes and top-level properties, including the NFL and NBA. But around 2011, Reebok began retracing it steps in an...
How Brands are Using Alternative Housing in Events
Oscar Mayer cooked up a satisfying solution for fans eager to stay in sold-out San Francisco for Super Bowl 50: a fully loaded hot dog RV called the Wienie-Bago. But you had to be the highest bidder in order to stake your claim (or buns). Fans were invited to enter bids for a two-night stay...
Syfy Reaches Millennials On Campus and Via Social Media
To connect with younger audiences and create buzz for its sexy new show, “The Magicians,” Syfy in January launched a five-campus tour that included social media influencers with millions of followers, a local marketing blitz and shareable on-site photo booth activations. All that, plus students got the chance to watch an advanced screening of the...
How Oxygen ‘Prancified’ Morning Travel in Manhattan
To generate hype for “The Prancing Elites Project,” Oxygen Media on Jan. 19 “prancified” New Yorkers’ morning commute with free eats and live performances. Aiming to build buzz for the program’s second season, the brand wrapped five coffee carts and placed them in high foot traffic locations that were in close proximity to advertising agencies...