B-to-C Events

As part of a strategy to personify its brand in a fun and realistic way on an important Mexican holiday, tequila brand el Jimador on Cinco de Mayo unleashed 100 brand ambassadors dressed as jimadores (those who harvest the agave plants needed to make tequila) through the streets of Manhattan. The number of jimadores is a reference to the el Jimadore’s tagline, “100% Agave, 100% Real.”

To promote the April 25 second season premiere of “River Monsters,” Animal Planet unleashed five tricked out smart cars made to look like a swimming school of piranhas on the streets of New York City. From April 21 to 24, street teams—five drivers and five “monster anglers”—wearing branded fishing vests intercepted consumers to hand out branded hats, koozies and tune-in cards.

When Crest and Oral-B launched the new 3D White Collection, a suite of whitening products that includes Professional Effects Whitestrips, Vivid Toothpaste, MultiCare Whitening Rinse and the Oral-B Pulsar Advanced Vivid Toothbrush, the companies decided that a plain old two-dimensional red carpet event wasn’t good enough. So they went to artist Julian Beever, who created a 3D “White Carpet” in New York City’s Herald Square on April 6.

Motor sports network SPEED Channel has incorporated a new technology into its experience at NASCAR races that measures the impact of its events and how many people it is reaching.

 Choosing the Right Technology