B-to-C Events

If a moveable European-style sidewalk café environment boosts sales in
Philadelphia the concept could emerge as a bigger part of the
marketing mix for Melitta USA. The coffee marketer the No. 5 premium
brand last Saturday launched a six-week Euro Café Tour that will bring
free java and pastries bistro tables and chairs and classical music
to city streets and consumer events.

 

"We're looking at this not as a one-time program but as a new face for
the Melitta coffee brand " Chris Hillman marketing director told

American Express a sponsor of the Tribeca Film Festival since the
event's inception in 2002 has added a few new wrinkles to its
sponsorship: a new online film competition for budding filmmakers and
new activities at the festival's family-themed street fair.

 

The 15 Second Clips Competition invited participants to submit video
shorts at Amex's mylifemycard.com site; the competition challenges
entrants to answer the questions featured in the "My Life. My Card." TV

GlaxoSmithKline opened a pop-up shop in New York City for four days in
April to promote a new flavor of its Nicorette smoking-cessation
chewing gum.

 

The Nicorette Stop Shop now on its way to Atlanta Chicago Houston
and Phoenix offers consumers one-on-one counseling sessions with
certified smoking cessation counselors; a multimedia learning center
(videos on nicotine replacement therapy podcasts with tools and tips
a computerized health assessment tool); and a retail area where smokers

Dodge this month sent three teams of college students on road trips
each in their own Caliber hatchback wagon to generate attention for
the new vehicle and raise funds for Doctors Without Borders.

 

Teams from Boston College Northwestern University and Texas
Christian University each hit three different markets en route to Miami
where they met for a finale event. Along the way their mission was
to set up events that introduced Gen-Y consumers to the Caliber. Each

To help introduce its new do-everything handheld device the Q
Motorola has taken over a high-traffic storefront on Chicago’s
Magnificent Mile for its first foray into pop-up retail dubbed
Destination Q. Opened earlier this month the shop features a handful
of podiums that show off the device’s different
capabilities—communications media playing Internet and so on. Reps
give demos take photos that guests can print out using a Bluetooth
connection and guests can use the gadgets to make free calls.