B-to-C Events

 To generate trial of its new Alpha Khaki pants, Dockers on Sept. 17 held an Alpha Fan bar crawl that dared guys to “drop trou” to win a free pair and be entered for a chance to win a grand prize. The events took place at three bars in five cities—Chicago, Los Angeles, Miami, New York and San Francisco.

Iconic brand mascots have long been popular draws for live events. But now, with the advent of social media, vintage mascots have gone modern and gained greater relevance as a strategic event marketing tool. Thanks to Facebook, Mr. Peanut can have his own fan base. And nothing updates an Oscar Mayer Weiner like a shiny new food truck-inspired Weinermobile. This summer, both iconic characters are hitting the road to take advantage of the times, and the trends. 

On Sept. 8, during Fashion’s Night Out in New York City, the Seychelles and BC shoe brands took to the streets with singing and dancing girls wearing customized shoe-themed hats led by drag queen Candice Cayne. The extravagant hats were a nod to high fashion names like hat designer Phillip Treacy and the recent royal wedding of Prince William and Kate Middleton where several guests donned Treacy-designed hats.

When it comes to hosting high-end hospitality events, most brands think you have to go big or go home. But with a test program in its South Florida market, Audi is working on a new formula that still goes big—in style and boldness—but stays refined and focused when it comes to generating measureable results.