B-to-C Events

Event marketers are constantly conjuring up creative ways to connect with consumers, but at the heart of many successful engagements is one simple element: food. From condiments to cocktails, brands of every variety have been leveraging celebrity chef partnerships, or partnerships with local prominent chefs in many instances, to elevate events—after all, the quickest way […]

To bring its “The Life Deliziosa” campaign to life, Sanpellegrino Sparkling Fruit Beverages activated an Italian-inspired citrus grove experience Aug. 25 and 26 in New York City. Located in Flatiron Plaza, The Grove was open for six hours each day and offered sampling, lounging and activities. Check out the full story here.

From its tasty tequila-infused desserts to its popular Muddle Your Mojito stations, when it comes to liquor sampling at events, the marketing pros at Patrón know the ropes. The brand samples its premium tequila in cocktails, but also surprises and delights attendees at food festivals with creative concoctions such as Silver Patrón infused popsicles and […]

Multiple touchpoints and volunteerism helped Goodyear Tire and Rubber Company leverage a foot race sponsorship this summer to engage the community in which its headquarters are located, as well as employees. The brand served as presenting sponsor for the Half Marathon & 10K on Aug. 15, a race that is part of the new Akron […]

Recent articles in The New York Times, The Washington Post, Forbes and other news outlets have noted a push by men, from the top executive ranks to male business students at the nation’s leading business schools, for gender equality in the workplace. A group of males at Wharton, the University of Pennsylvania’s business school, last […]