B-to-C Events

Every year, 901 Tequila, founded by singer Justin Timberlake, celebrates National 901 Day on Sept. 1 with special events that give back to consumers and retail accounts nationwide. This year it rocked out New York’s Irving Plaza with a free concert by the band FreeSol, which debuts its album “No Rules” on Oct. 11. Playing up its 901 theme, the doors opened up at 9:01 p.m. on a first-come first-served basis to consumers 21 and over.

The National Milk Mustache “got milk?” campaign and American Cheerleader magazine on Aug. 31 launched the Be Strong Challenge, a program to educate cheerleaders on the benefits of low-fat chocolate milk as a recovery beverage after their workouts. An event at The Grove, an upscale Los Angeles shopping mall, served as a launch pad for the challenge.

This summer, coconut water brand VitaCoco connected with LGBT consumers on New York’s Fire Island by sampling its original coconut water and new flavors like tangerine to vacationers (headed to the gay-friendly Pines resort area) as they stepped off the ferry. There are no cars on Fire Island, so the first thing consumers saw as they arrived and departed was VitaCoco’s hydration station.

The New York Lottery this year launched a program to promote its new Powerball game that challenges select finalists to hit a hole in one at local golf courses. Anyone who bought a ticket was eligible to enter the Powerball Hole-in-One Sweepstakes. The Lottery has selected the finalists who throughout the month of September will have the opportunity to compete in seven hole-in-one competitions across the state of New York for a $1 million grand prize or secondary prizes worth up to $1,000 in cash.

To inspire Windy City residents who may not already be Cubs fans to take an interest in one of their hometown teams, the Chicago Cubs this summer rolled out a new mobile vehicle with an old school touch. A fully branded, pinstriped shuttle designed to resemble a turn-of-the-century trolley is making the rounds around town shuttling fans to games, visiting local festivals and street fairs and serving as a venue for special events. The trolley even hit the road to take a group of Cubs VIPs, clients and partners up to Milwaukee for a Cubs versus Brewers game.