B-to-C Events

A&E is promoting its upcoming miniseries “The Andromeda Strain ” based on Michael Crichton’s 1969 bestseller about extraterrestrial germs run amok by enticing consumers into a custom-made “decontamination” chamber. The space-age chamber features a  two-and-a-half minute trailer of the six-hour film which will air on the network in two parts over Memorial Day weekend.

To drive trial and sales of its new Bagel-fuls product line—bagel sticks filled with Philadelphia cream cheese—Kraft is taking the tasting campaign on the road. The nationwide sampling tour kicked off April 9 at a Times Square bagel shop that was re-branded Bagel-fuls Café where Joy Behar comedian and co-host of ABC’s “The View ” joined brand reps to distribute warm Bagel-fuls to morning commuters. Street teams hit Times Square and other busy New York City hubs to offer free samples as well.

WITH VIRAL MARKETING top of mind cool green-screen programs can create the buzz brands are looking for online. One way a brand can get consumers excited about engaging with its green-screen activation is by creating video opportunities worthy of a YouTube click. EM takes a look at video green screens and how they’re upping interactivity between brand and consumer.

Coffee company illy is connecting with consumers this month through an innovative pop-up space on display in New York City.

The Push Button House designed by artist/architect Adam Kalkin is built within an industrial shipping container. Within minutes—and at the push of a button—the shipping container can open out onto a five-room home with kitchen dining room bedroom living room and library.

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