B-to-C Events

There's nothing like the taste of home, and Bulla Creamy Classics, the ice cream line of the 102-year-old Australian brand Bulla Dairy Foods, is reminding Aussies of that this holiday season with its new campaign, Bring ‘Em Home. Central to the campaign is a contest where Aussie expats, backpackers and the like can enter to win a free trip home this summer (that’s February, for Aussies) by uploading a 30-second video message to Facebook describing what they are missing Down Under.

Luxury champagne brand Krug Champagne, a division of Moet Hennessey, activated its second annual Krug House pop-up experience in New York City on Oct. 7. The brand rolled out a week-long high-end tribute to all that is luxury with programming that included a private dinner kickoff to name the winner of the Krug Lifetime Achievement Award and two invite-only $300 Krug tasting dinners benefitting The James Beard Foundation and hosted by Iron Chef Marc Forgione, Olivier Krug and Margareth Henriquez, president and ceo of Krug.

As part of a strategy to grow its audience and engage with youth, NASCAR on November 16 brought 2,300 Dade County middle school students and teachers to Homestead Miami Speedway for a first-hand look at science, technology, engineering and math (a group of study topics collectively know as “STEM”)—all with a racing spin. The field trip is the culmination of a three-part program involving hands-on and in-person activities designed by Ten80 Education, a team of scientists, teachers, professors and parents to help students understand STEM subjects.

United States Air Force mobile tours have allowed people of all ages to learn about the service opportunities and high-tech world of its branch of the military. But its latest mobile tour, Rapid Strike, which launched Oct. 18, is allowing attendees to actually step into the shoes of service men and women and experience a mission within a 14-seat simulator ride.

Cheerwine, a bubbly, wild cherry-flavored soft drink brand sold primarily in the South, and southern-based indie-rockers The Avett Brothers on Oct. 19 joined forces in a Legendary Giveback concert at the nTelos Wireless Pavilion in Charlottesville, VA. Net proceeds from the concert benefitted three organizations—Big Brothers Big Sisters, Operation Homefront and the University of Virginia Children’s Hospital. The event live streamed nationally to anyone who pledged to volunteer in their community as well as to military bases across the U.S. and abroad.