B-to-C Events

To introduce its high-end 2014 Cadenza to influencers and tastemakers Kia has partnered with OpenTable, the dining reservation web site, and the high-end foodie web site LuxeEpicure in a series of “dine and drives” that promote its first entry into the premium car market. The eight-city tour, dubbed the Cadenza Experience, also marks Kia’s entrée into the epicurean space.

Frito Lay this summer is traveling the country with a mobile dunk tank called the Splash Party RV as part of an effort to introduce its new Jack’D product line to Millennial men. The brand partnered with hip-hop sensations Macklemore & Ryan Lewis to drive social media buzz and with West Coast Customs (of MTV’s “Pimp my Ride” fame) to build the vehicle. The tour is designed to introduce the nine new flavors of the snack and get consumers to think of its health benefits (Jack’D is a high-protein snack) whenever they get hungry.

It’s not everyday you come across a swimsuit-clad model showering in a storefront, but that’s what consumers experienced this summer as Sony Mobile partnered with T-Mobile on a series of five stunts across the country to promote the launch of Sony’s water resistant Xperia Z phone.

To drive trial of its feminine care products, U by Kotex throughout August is engaging girls before performances at American Idol and Bruno Mars concerts via a series of interactive on-screen questions. Called “U Decide” moments, the activation consists of five 30-second spots that ask fun, lifestyle questions such as, “What would you not let anyone decide for you?” The girls respond via Twitter and Instagram on their mobile devices and tweet to receive a free sample.

If there is anything more ubiquitous than measurement in discussions of event marketing, it’s technology. Everything from event management dashboards and CMS to mobile apps, NFC and flexible displays is a part of every conversation and every event. And so it should be. Technology has made this industry more efficient, effective and powerful than almost […]