B-to-C Events

To build on the excitement already brewing for the long-awaited film adaptation of Orson Scott Card’s seminal sci-fi novel “Ender’s Game,” which opens this November, the film’s production company Summit Entertainment made tracks to Comic-Con July 18 to 21 in San Diego with a word-of-mouth strategy that gave attendees exclusive first peeks.

The Atlantic City Alliance is sponsoring the Live from AC roadshow, a two-story pop-up that brings the New Jersey city to life through six interactive environments that showcase its hotels, nightlife, restaurants and more. Part of an integrated campaign to raise awareness called “Do AC” that incorporates advertising, social media and pr, the roadshow will hit three key markets within driving distance of Atlantic City—Baltimore, Philadelphia and New York City.

[box type=”coloured” pb_margin_bottom=”no” width=”1/1″ el_position=”first last”] Five years after our first special report, we check in to find out what it takes to be a leading lady in the world of event marketing… Women have graced the cover of Event Marketer magazine 16 times over the past five years. This is exactly the same number […]

Ben & Jerry’s is on the road again, but this year the brand’s sampling tour has a new component—a campaign called City Churn. Fans are encouraged to vote on Twitter for a limited-batch flavor that will be made from locally sourced ingredients in 11 tour markets located on the East and West coasts. Unveiling pop-up parties are then hosted two weeks later alongside local ingredient partners where consumers can test out the result. The tour began in April in Miami and San Diego and wraps up in September in Boston and Seattle.

In year one of a three-year partnership as the exclusive beer provider at Chicago’s Pitchfork Music Festival, craft brewer Goose Island served up exclusive beers and a fun environment for tasting them. The festival, which took place July 19 to 21 in Union Park, attracts fans of up-and-coming musicians and headliners such as Bjork and MIA and provides a natural fit for niche brands such as Goose Island, which was acquired in 2011 by AB/InBev.