B-to-C Events
How to Protect Sponsorships from Fallen Stars
It’s all fun and games until somebody loses the series—or fails a drug test or wrecks that shiny new race car or gets arrested or burns a house down or well you catch our drift. Can your sports sponsorship stand on its own if your team (or its marquee athlete) doesn’t perform? As any experienced...
Lessons Learned from the Cartoon Network Bomb in Beantown
When the Cartoon Network set out to promote “Aqua Teen Hunger Force” with a 10-market guerrilla marketing effort the company never could have imagined the publicity the stunt would get.
How to Scout for Emerging Musical Talent in Local Markets
Any brand with enough money can attach itself to the biggest music acts in the world. But finding a lesser-known band—one that hasn’t hit iTunes or the Billboard charts yet—can be more difficult. Hooking on with an up-and-coming band that has a following in a given market can give a brand instant credibility among the...
Graffiti Artists Put Their Mark on Mainstream Brands
It might seem counterintuitive but letting someone else put their mark on your product might be the hook you need to connect with certain consumers. That’s why marketers are signing deals with street-style artists—letting them create distinctive looks for otherwise mass-produced goods. Sneaker companies are leading the movement but the trend clearly has legs outside...