B-to-C Events

To celebrate the 20th anniversary of Goosebumps, the children’s mystery series by R.L. Stine, Scholastic Entertainment on Oct. 25 held an event in New York City that had a local third grade class solving challenges as they traveled through a 2,100-square-foot maze made of corn stalks. The event, dubbed Trick or Read!, capitalized on Halloween to promote the importance of reading.

Resident Evil is a household name in the gaming world, but in promoting the Oct. 2 release of the latest version, Resident Evil 6 “No Hope Left”, developer Capcom wanted to make sure a wider audience was introduced to “the dramatic horror experience of 2012.” So, Capcom activated a pop-up event designed to resemble a human meat market that took place Sept. 28 and 29 at the famed Smithfield Market in East London.

Warner Bros. Consumer Products, Scooby Doo and Cesar Millan, of TV’s “The Dog Whisperer” fame, executed their second National Family Pack Walk, held on Sept. 29 in Washington, D.C. This year’s event was four times the size of last year’s inaugural pack walk and expanded nationally to reach more families. It attracted more than 10,000 pet owners and pets that completed a one-and-a-half mile course then participated in kid-friendly activities designed to support the Millan Foundation’s cause of helping abused and neglected dogs. 

To promote the newest installment of the Tomb Raider video game franchise, and tap into the recent archery craze, publisher Square Enix and developer Crystal Dynamics deployed a 10-foot by 40-foot archery range at the 2012 New York Comic-Con from Oct. 11 to 14. The activation gives attendees an insider’s look at the art and science of archery, a key skill in the new Tomb Raider. The Tomb Raider Archery Experience was located in the high-traffic North Pavilion Walkway at the Jacob Javits Convention Center between the main Comic-Con show and Artist’s Alley.

To educate consumers about the taste, health and heritage of its tiny tart fruit, Ocean Spray on Oct. 16 and 17 returned to New York City with the “Big Apple Bog,” a 1,500-square-foot cranberry bog set up in Rockefeller Center. Product sampling, demonstrations and interactive activities, in addition to three cranberry grower-owners decked out in hip-waders and standing knee-deep in a ton of fresh, floating red berries, rounded out the experience.