B-to-C Events

L’Oréal USA, a sponsor of Fashion Week in New York City last week, took over a fleet of city taxicabs with a “Snap-to-Buy” technology. As Fashionistas rode from fashion shows to after parties and back, the brand entertained them with videos featuring L’Oréal USA’s Yves Saint Laurent-branded makeup and beauty product how-to videos. After the entertainment and education, the riders got the opportunity to scan a “Shop the Look” QR code to purchase the products showcased in the video, right on the spot.

Since History (formerly known as The History Channel) couldn’t take New Yorkers to a swamp in Louisiana, the network instead brought the swamp to life at New York City’s Chelsea Market to promote the third season of its series, “Swamp People.” The Swamp in the City activation converted a 5,600-square-foot space into a swamp filled with live alligators and turtles. The environment was complete with 6,500 gallons of water, live cypress trees and more than 1,000 live plants indigenous to Louisiana.

To raise awareness for the second season of its reality series “Jersey Couture,” Oxygen Media earlier this month activated a pop-up beauty salon in New York City’s NOHO neighborhood. The show, which premiered on Feb. 7, follows visitors to New Jersey dress shop Diane & Company where sisters Kimberly and Christina and their mom Diane Scali deliver their signature fashion advice.

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.