B-to-C Events
Kraft Promotes belVita Breakfast Biscuits
In one of the largest giveaways in Kraft Foods history, Kraft through May will distribute more than 16 million free samples of belVita Breakfast Biscuits. The sweet, crunchy biscuits, which hit retail shelves on Feb. 6, are a new breakfast category for the company in the U.S., but have been sold in Europe for decades.
LEGO Unleashes 300 Brand Ambassadors
To support the launch of its HEROICA board game platform, LEGO this past October unleashed 300 brand ambassadors simultaneously to 300 locations where kids often gather on a Saturday afternoon—Toys”R”Us. The goal was to raise awareness and get LEGO’s target of six- to 12-year-old boys to play the game, which hit retail shelves in June,...
Sundance Channel HQ Offers Exclusives at Festival
Sundance Channel from January 20 to 27 rolled out its largest multimedia experience to date at the 2012 Sundance Film Festival in Park City, Utah. Dubbed “Sundance Channel HQ,” the experience offered on-air, on-site and online activities for festival attendees and at-home fans.
Grand Marnier ‘Lifts Spirits’ with On-Premise
Grand Marnier in February launched an on-premise sampling event and sweepstakes to raise awareness and encourage trial of its brand. The program runs through the end of March. Sampling events, which launched in February, are taking place in restaurants and bars in major cities and college towns where on-premise brand ambassadors, dubbed “The Reds” for...