B-to-C Events

As part of a strategy to launch its new Cruze vehicle, Chevrolet created a 1950’s-era drive-in theater that featured hip-hop artists N.E.R.D. and Ciara, and 350 car lovers and MTV fans who danced and partied among 100 classic and new Chevy cars. The event, which took place September 11 on the lot at Paramount Picture Studios, was filmed and overnight made into a commercial that ran as a 90-second spot the next night during MTV’s star-studded Video Music Awards.

Environmentally friendly liquid compost Cow Wow is making some “poo-litical” noise this election season with its Heads of State tour. The centerpiece of the program is a pair of six-foot-tall Styrofoam and fiberglass busts constructed in the likenesses of Texas Gov. Rick Perry and his opponent Bill White that sit atop a 16-foot trailer. The tour is making appearances at festivals and retail stores throughout Austin, including Sprouts Farmers Markets and at the Austin City Limits Music Festival Oct. 8-10.

As the official cosmetics sponsor of Mercedes-Benz Fashion Week, this year Maybelline engaged consumers a with a pop-up makeover experience 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.

During last week’s Mercedes-Benz Fashion Week, held for the first time at Lincoln Center, official sponsor American Express offered an array of fashion-related events and experiences exclusively to its cardholders.

Last Friday a crowd of approximately 700 attended the Stella Artois Draught Master Championship Event at Boston’s Liberty Hotel. Constructed in 1851 and formerly the Charles Street Jail prior to a $150 million renovation, the venue’s finely preserved panopticon structure made for a night of multi-level interactive experiences and high-level brand engagement—all within view of other event-goers.