B-to-C Events

B-to-C Events

January 28, 2010

Boost Mobile Mixes Music and Volunteerism

Boost Mobile has been creating buzz for the brand—and driving teens and young adults to volunteer—using a two-pronged attack of music and volunteerism. Through its title sponsorship of a nonprofit called RockCorps Boost offers free admission to concerts only to consumers who volunteer in their communities.

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January 28, 2010

Getting Past Gatekeepers at Four Big Colleges

Every university has a different process for approving and scheduling brands’ on-campus events. Some it seems are microfocused on every last detail while others appear to let just about anything go.

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January 28, 2010

Tips for Creating Programs that Get Buy-In from Students

For marketers targeting students getting a piece of the user-generated content realm seems like a logical move. Set up a videocamera invite some young whipper-snappers to get silly slap up some videos and let the viral stampede begin right? Um hello! Like that’s so 2006. Student-created content can build powerful brand loyalty but only when...

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January 28, 2010

Activating Multiple Brand Extensions at Singular Events

Line extensions might seem exciting to product development types. But when it comes time to market multiple (and often very similar) brands at one event that can be tricky business. Cannibalizing the equity in each line is a risk. Confusing consumers with too many or unclear brand messages is another. For multiple brands in the...

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January 28, 2010

DaimlerChrysler Expertly Mixes Media Stunts with Consumer Engagements

A well-executed media stunt not only will have press lining up to take photos and shoot video but also can get consumers to ooh and ahh from the sidelines. Over the last several years DaimlerChrysler has been regularly taking the photo op a step further—using the events to generate p.r. and media hits as well...

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