B-to-C Events

Coming off the worst year ever, carmakers last year rolled out that oldie but goodie—the ride and drive—to remind consumers how much fun driving really is. But rather than rely on the same models and tactics they used before the recession, auto brands amped up their programs to give consumers much more than a quick tour of the track and a whiff of new car smell. In 2010, the auto industry gave the old standby a large-scale makeover, and EM was there to check it out.

Bailouts, schmailouts. With consumer confidence up and Obama repaid, a recharged auto industry is on a roll.

AT&T on Feb. 1 launched 28 Days, an inspirational speaker series, that will be held in five cities throughout Black History Month. The program is one of many events and activities that the telecommunications company sponsors to connect with the African-American, Hispanic and Asian communities, which represent 36 percent of the U.S. population.

Two teams of UCLA students went head-to-head in a game of capture the flag where the goal wasn’t only to get the most flags, but to get the most dollars for heart health, thanks to Diet Coke and its support of the National Heart, Lung, and Blood Institute’s The Heart Truth campaign. The game on Feb. 1 in Los Angeles was the first in a series of seven more games planned for Atlanta, Austin, Boston, Chicago, Columbus, OH, Seattle, and Washington D.C., in which each team plays for a heart healthy charity. In L.A.

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.