B-to-C Events

For years marketers have relied on video, surveys and anecdotal data to gauge in-booth engagement on the show floor. At the New York International Auto Show April 1-12, Toyota leveraged beacons—small, silent trackers that captured attendance, dwell time, inbound and outbound traffic flows and engagement at specific zones. While beacons are expert at helping to […]

Automakers at this year’s New York International Auto Show (April 2-12) had plenty of engaging experiences to offer, but after testing out the Camp Jeep Outdoor Off-Roading Ride Along, it seems they’ve still got some work to do. To simulate the experience of off-road driving, Jeep offered auto show attendees a chance to take a […]

Sperry is on a mission—to refashion itself from a yuppie boat shoe associated with the yachting set into a lifestyle brand more relevant to millennial adventure-seekers, and it is calling on these consumers to help them do it. In March, in conjunction with its 80th anniversary, Sperry launched a year-long, global experiential campaign called the […]

It’s not easy convincing consumers that washing clothes, masking odors and using disposable underwear can be engaging experiences. But thanks to strategies leveraging irony and humor, the five senses and put-it-to-the-test demos, there are a few brands relishing in the benefits of getting their products into the hands of consumers outside the stark supermarket aisle […]

Pepsi on April 13 announced it was taking over sponsorship rights of the NBA, leveraging its Mountain Dew, Aquafina, Brisk, Doritos and Ruffles brands to engage NBA fans, and terminating the 28-year-old deal previously held by Coca-Cola. Under the terms of the sponsorship, Mountain Dew will serve as the lead brand of the partnership in […]