B-to-C Events

To introduce the world to its new all-electric vehicle, the Nissan LEAF, the brand is rebooting its four-year partnership with Rodale Inc. and hitting the road to visit 18 high-performance sporting events, including, for the first time, the Boston and New York Marathons and the Tour of California bicycle race.

A box truck’s a box truck, no matter how you dress it up, unless of course the truck is a dental clinic or beauty salon, or even a swimming pool. This spring, brands like Lifetime Network, Sensodyne and TLC ditched the flashy graphic wraps and instead hit the streets with custom-designed glass-enclosed mobile vehicles. 

The BET Awards Viewers Choice Mobile Tour hit the road last month to encourage viewers to vote for their favorite music artist, visit BET.com and watch this year’s awards show held June 27. The tour kicked off on June 17 in New York City and wrapped at the awards show in Los Angeles. In between, it made stops in high-trafficked areas, including festivals, concerts and retailers where they handed out tickets to the show.

New spirits brand Familia Camarena Tequila this summer is spicing up the streets of Los Angeles with free tequila-infused tacos to enable consumers to sample the tequila’s flavor without sampling the spirit, which is against the law.
The tacos, created by local chef Sevan Azarian, are infused with Familia Camarena Tequila. The 120-stop tour began on June 1 outside of Azarian's latest restaurant, Recess Eatery. The taco truck will appear at the hottest L.A. events and venues this summer, including events and nightclubs from the Santa Monica Pier to the Sunset Strip.



In our new Then and Now series, EM revisits old event marketing trends to find out where they’ve gone since we first reported on them. Are they old hats and has-beens? Or is that past up-and-comer a future best practice that’s now an industry standard? In this installment, we re-examine location-based social media, which we first reported on in September 2004.