B-to-C Events

Broadway Nails is activating the second phase of a two-pronged tour on the streets and in malls with an expanded sampling campaign to promote its imPRESS press-on manicure sets among young women ages 15 to 25. Broadway Nails, a subsidiary of Long Island-based Kiss Nails, sells the product in chain drug stores and discount retailers, such as Walgreens and Walmart.

To connect with college kids and promote its Flavors with Benefits campaign, beverage brand SoBe activated at Spring Break hotels, beaches and nightspots with samples and other freebies. The four-week program took place from March through early April at Lake Havasu, AZ, Panama City Beach, FL and South Padre Island, Texas.

BRAND: KIA
AGENCY: EWI Worldwide
CAMPAIGN: Close Encounters of the KIA Kind

In this regular series, EM brings you tips and tricks from pros and experts who’ve been eating social media marketing for breakfast. So eat up, and check us out on Twitter @eventmarketer and Facebook.com/eventmarketer for more.

To build buzz and drive viewership for its new show, “VEEP,” which stars Julia Louis-Dreyfus, HBO took motorcades to three big markets in full vice-presidential style. Each motorcade consisted of two police motorcycles and a black SUV with hood flags flying acting as escort to a branded, wrapped tour bus that visited The Grove shopping mall in Los Angeles, Planet Hollywood in Times Square, NYU Student Center and Bryant Park in New York City and Georgetown in Washington D.C. on April 17.