B-to-C Events

Staples Promotional Products, the business division of Staples, the office retailer, partnered with the USOC in a June 13 ribbon-cutting ceremony for the newest Team USA shop, which is located at the Olympic training center in Chula Vista, CA. Staples, a 20-year partner of the USOC, will manage that shop as well as a second located at the training center in Colorado Springs, CO.

This summer, Clear Channel Spectacolor, a division of Clear Channel Outdoor, is activating in New York City the “Times Square Dunk Tank,” an interactive billboard, Facebook app and live interaction program designed to appeal to consumers and impress advertisers.

Zippo’s summer brand activation, “Zippo Encore,” integrates music, a sweepstakes, giveaways, social media and online marketing with retail sales—all of which are totally relevant to its target audience of males ages 18 to 35. And it does so in the cluttered environment of a music concert where attendees’ attention span is, shall we say, probably not at its optimum capacity. But, after all, it’s not too much of a stretch.

Macy’s on May 30 launched a 15-city road trip that has chefs from its Culinary Council performing cooking demonstrations and food tastings and features local culinary talent at each stop. After it concludes in mid-July, “Macy’s Great American Chefs Tour” will air as a 26-episode weekly series on public tv stations beginning in September.