B-to-C Events
How Live Events Amplifly Content for Traditional Publishers
Publishers have long embraced events as a way to bring their magazines to life. New York has sponsored its New York Taste event for 17 years. Its annual weddings event has been on the calendar for 15 years and counting. Woman’s Day in May held its 12th annual Red Dress Awards. Time and Fortune have...
Birchbox’s Pop-Up Lets Consumers Try Before They Buy
Birchbox redefined the meaning of BYOB in August with its biggest activation to date—a three-city tour that invited consumers to “Build Your Own Box” with its array of beauty products. With the three-day stints in Chicago, Atlanta and Los Angeles, the brand invited consumers to browse a handpicked assortment of makeup, skin care and hair...
Craft Beer Fans Hike the Rockies to Sample Beer
Colorado craft beer brand Upslope on Sept. 19 literally sent beer fans up a Rocky Mountain Trail as part of a strategy to release its limited edition Oktoberfest Lager. The effort also aligned with its campaign hashtag, #apreseverything, which positions the brand as an after-adventure cold beer reward. The one-day activation, called Backcountry Tap Room,...
How to Manage Crowds at a High-Profile Event
It was a once-in-a-lifetime opportunity—to coordinate guest check-in for Pope Francis’ processional through Central Park. The stakes would high, the Secret Service would be watching and there would be more than 80,000 anxious attendees to organize. Working in tandem with New York City Mayor Bill de Blasio’s administration, New York City-based startup Splash took the...