B-to-C Events

Ruud Janssen has a background in marketing in the hospitality, meetings and events industry and is the founder and owner of The New Objective Collective, which counsels organizations on using live and digital strategies as part of their event programs. He’s a partner with The Event ROI Institute, and hosted Event ROI Week in London last month. Janssen is also an accredited trainer for MPI Global Training+. Here, he talks about social media-driven ROI at events and offers six ways to get a social media plan in place.

 Shape magazine last week celebrated its 30th birthday with a party in New York City that feted clients, showcased sponsors and honored Jane Fonda in a special ceremony as one of five women who exemplify an active lifestyle. Fonda was one of the magazine’s original cover girls. 

Major concert tour sponsorships can be powerful platforms for developing an affinity between passionate music fans and your brand. But if the tour turns out to be a one-time gig with a group of disparate co-sponsors, is it really worth the investment? Corona and Hooters are two brands that have discovered the value of building brand synergy and a long-term relationship with major recording artist Kenny Chesney that fits both Chesney and the brands like a well-worn cowboy hat.  

As part of its strategy to promote safe driving among teens and connect with high school students and their parents, American Family Insurance is sponsoring the fifth annual Under Armour All-America Game. Prior to the game the brand is executing a four-month American Family Insurance Selection Tour that targets the high schools of the athletes selected to participate in the game on Jan. 5 at Tropicana Field in St. Petersburg, FL. Three teams of two brand ambassadors will crisscross the country to bring AFI’s safe driving message to students.

Toyota has rolled out the Prius v Creation Station Tour, a national campaign running from October through mid-December and stopping at outdoor festivals to highlight the Toyota Prius v, the third generation and newest member of Toyota’s Prius line-up. Experiential activations showcase the Prius v’s versatility and features such as roominess, fuel efficiency, sustainability and its Entune multimedia system.