B-to-C Events
Malibu Taps Stylish Influencers for New Product Launch
Malibu Rum may conjure the typical Caribbean image of palm trees and tiki huts. But for the launch of new low-calorie Malibu Island Spiced Rum, the brand sought to create an image befitting of a hip beach scene like Miami or the Hamptons, to reach a more stylish young female consumer. The brand invited 410...
Nabisco Sponsorship Satisfies One Direction’s Fan Connection
Nabisco as title sponsor of One Direction’s North American tour is bringing teen consumers closer than they “ever imagined” to the British pop boy band with live and digital experiences tied to its portfolio of cracker, cookie and gum brands. The 35-market tour kicked off June 13 in Fort Lauderdale, FL, and is heading to...
History Channel Brings the Mountains to Manhattan
To promote the second season debut of “Mountain Men,” The History Channel on June 6 activated a Mountain Men City Trek experience that brought the TV series to life for New York City urban dwellers. The weekly program depicts the survival skills and cunning required to live in the wilderness.
Delta’s New Terminal Takes Flight in SoHo
Delta Air Lines in May gave consumers a taste of what its new $1.4 billion terminal at John F. Kennedy Airport in Queens, N.Y., has to offer with T4X, a pop-up in the SoHo neighborhood of Manhattan. The new Terminal 4 officially opened May 24.