B-to-C Events

As part of a strategy to connect with upscale consumers, Buick has partnered with Food & Wine and Travel + Leisure to produce a “cultural discovery” tour in which consumers test drive the 2011 Buick Regal sport sedan and engage in a series experiences with celebrity chefs, local artisans and travel experts.

To raise awareness and drive purchase of its full line of sexual lifestyle products, condom manufacturer Durex tackled one of the most delicate issues couples face—the female orgasm—with a series of house party events. On Oct. 9, Durex helped stimulate conversations among more than 50,000 women ages 18 to 35 at 5,000 “Girl Talk” house parties, handled by Irvington, NY-based House Party, which incorporates social media into its events.

In an effort to make a big splash for its first-ever venture out of the sock market and into boxers, briefs and boxer-briefs, GoldToe took New York City by storm on Sept. 16. The brand sent brand ambassadors clad only in underwear all over the city to excite consumers about the new line and direct them to Herald Square Park where the main event was going on from 10 a.m. to 4 p.m. To build more buzz, GoldToe dressed some of Manhattan’s most iconic statuary—like the Wall Street Bull—in its new product, and sent 100 product-loaded gift baskets to key Wall Street firms.

Farmers Markets are the place to be in the summertime—and in the spring and fall as well. Nothing quite compares to the aromas, colors, tastes and textures of fruits and veggies straight from the farm, a fact that is not lost on its patrons—foodies and would-be chefs who tend to be well-heeled as well as well-fed. But besides the farm-fresh tomatoes and cucumbers, homemade breads and jams and other local fare, farmers markets have become a social scene, as shoppers mingle and music fills the air.

The Halloween season is one of the top 10 consumer spending periods in the retail space, according to the National Retail Federation, amounting to almost $5 billion last year. As we move into the spookiest time of the year, brands looking for opportunities to attract consumer dollars are exploring a series of haunting properties for attention-grabbing partnerships.