B-to-C Events

While it’s tough to compete with the Olympic Torch Relay, several brands gave it their all with pre-Olympic events that touted their connection to the games and scored an emotional connection with consumers. Though Coke takes the gold medal, the following are strong contenders for the silver. Congrats to all for a great run to Vancouver.

The dream started in 1960, when a group of ski-loving Canadian businessmen returned from the Winter Olympics in Squaw Valley, CA, with an idea: Develop a ski destination in British Columbia to host the 1968 Games. They rented planes and did air reconnaissance, then put on their warmest boots and walked the terrain. They eventually selected London Mountain, a massive summit located high above Alta Lake some 70 miles north of Vancouver. London was renamed in honor of the local alpine marmot, which “whistles” when it communicates—and Whistler was officially born.

Premium water brand FIJI hasn’t missed one South by Southwest event in the last four years. The interactive, film and music festival attracts an educated and discerning consumer, which according to the brand is its target, too. Though FIJI isn't an official sponsor of the

Whether you're presenting at the premiere industry event of the year (Event Marketing Summit, anyone?) or calling for votes on this year’s “American Idol,” you want, no, you need to know what the folks listening in are thinking, and they need to know you give a damn. In the world of digital audience interaction and response tools (you’re not still using paper, are you?), there are two options: dedicated handheld systems or attendee-owned mobile devices.

South by Southwest offers cutting-edge content, warm temperatures and all the barbeque you can eat. But when it comes to partying, this festival takes the cake. On March 16, the night before the music portion of the festival kicked off, The Macallan (makers of single malt scotch whisky) threw a party that mixed sampling with social media. The next day, Sirius Satellite Radio sponsored a VIP barbeque featuring live music by Canadian bands.