B-to-C Events

When you think of The Salvation Army, Disney doesn’t necessarily spring to mind, but the entertainment giant helped bring to life the theme of the charitable organization’s five-day conference last month at Disney Coronado Springs Resort in Orlando, which attracted 2,200 business leaders and volunteers. The goal of the event, which takes place every four years, was to inspire and motivate local and national Salvation Army board members and to help move beyond its image as the recipient of spare change and old clothing.

The Canadian insect repellent Muskol, a division of Merck, is celebrating its 60th anniversary this year with a mobile tour hitting 25 campgrounds, fishing holes and fairs in Ontario, Quebec and Manitoba until July 15. The tour, which launched May 24, consists of a trailer which folds out into a tackle box, pulled by a branded pickup truck. Once unfolded, the tackle box contains a table for sampling and coupon distribution; a bug booth game, in which contestants stand in the booth and try to catch as many paper bugs as they can; and a magnetic fishing pond.

For the 150th anniversary of the start of the Civil War, the Pennsylvania Historical Society chose a mobile exhibit to showcase the commonwealth’s involvement in the Civil War with a focus on African-Americans’ contributions and visits to local historical sites. The Pennsylvania Civil War 150 Road Show has been traveling in an expandable 53-foot tractor-trailer since April and plans to hit 67 counties throughout the state.

USA Network over two weekends in June headed to farmers’ markets, hiking trails and dog parks in Los Angeles as part of a street-level “For Your Consideration” campaign targeting voting members of the Academy of Television Arts & Sciences and other influencers. The goal of the campaign was to keep the cable network top-of-mind during Emmy Nomination season, which is going on now.

The Public Broadcasting Service launched the 10-day American Experience tour last month to promote Freedom Riders, a film about the group of people who, in 1961, used public transportation to challenge segregation in the South. The film and mobile tour celebrated the 50th anniversary of the historic ride. The tour, which ran May 6 to 16, retraced the original bus route from Washington, D.C. to New Orleans, making stops in Alabama, Georgia, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, and Virginia. The film premiered on PBS on May 16.