B-to-C Events

Premium sunglasses and goggles maker Zeal Optics is heading out on the second leg of a mobile tour this spring to hit beaches and outdoor events with its mobile showroom in an effort to attract hip consumers and generate sales. The first leg has been travelling to ski resorts and hot spots this winter showing off the brand’s goggles, which are GPS-based and give the skiers speed, elevation and timing on their runs. That tour began this past November, is still on the road and will visit the Teva Mountain Games in Vail, CO, Feb. 10 to 12.

On Jan. 27 in Los Angeles, tea brand Lipton Brisk launched the Brisk Star Wars Road Tour in conjunction with digital and TV efforts to drive consumers to uncaptheapp.com to download its Brisksaber app, which allows consumers to use their fingers as light sabers in a battle between the light and dark sides. Consumers can fight either as Darth Maul (dark) or Yoda (light). Participants post their scores to Facebook, and in the coming weeks Darth Maul will address winners with personalized messages on a leader board.

To raise awareness for C by Courvoisier, a new offering by the cognac brand that will hit retail shelves this month, Courvoisier in January launched a guerrilla marketing campaign that includes three components—wild postings, stenciling and mobile projections. The effort will roll out in nine markets and continue through mid-March.

C by Courvoisier is produced in small batches from the grapes of 50 winegrowers in the Fin Bois Cru region of France and offers an intense, bold flavor.

On Jan. 8, Eastbay, an online and catalog retailer of athletic shoes, apparel and equipment, kicked off the 2012 leg of its Where Athletes Are Tour in a 70-foot semi-trailer traveling to schools and tournaments in Illinois and Wisconsin. The interactive retail space targets athletes of all ages, including athletic directors, coaches and parents of athletes.
 

During the Atlanta Hawks vs. Cleveland Cavaliers game on Saturday Jan. 21 in Atlanta, the Georgia Lottery activated a 3D light show during halftime to introduce the new $2 Powerball game. The game was launched throughout the Lottery’s more than 40 participating Powerball states on Jan. 15. This was the first time that any of the Lottery regions executed an experiential campaign to educate the public about the game, and the Georgia Lottery decided to do it during the basketball game to promote the program on a large scale to a diverse audience, and capitalize on its sponsorship.