B-to-C Events

GMC, the official vehicle of the NFL, tapped into the excitement around this year’s Super Bowl to expose its full line of vehicles to fans through engaging experiences at both the pre-game NFL Experience fan festival and on game day at Cowboys Stadium in Dallas.

Whoever said that necessity is the mother of invention must have worked in marketing.

Thanks in part to the success of Nissan’s Drive Electric mobile tour, the automaker has secured 20,000 pre-orders of it’s new Leaf, the first mass-produced, 100-percent electric vehicle. Drive Electric launched on Oct. 1, will continue until the end of March and then will relaunch again this spring. Consumers can preregister for the tour experience online or register on-site at the event.

There were two ways for a non-sponsoring brand to get in on the Mercedes-Benz Fashion Week action this September in New York City: get official and join the Fashion’s Night Out festivities, or go guerrilla. Here, EM shows you some of the best in each category.

FASHION’S NIGHT OUT

As the official cosmetics sponsor of Mercedes-Benz Fashion Week, this year Maybelline engaged consumers at an offsite pop-up experience located in the Late Show with David Letterman building that focused on bringing backstage fashion secrets and beauty trends to the masses. A new Fashion Week strategy this year for Maybelline, the pop-up allowed the company to promote more engagement with consumers.