B-to-C Events

Marketers begin to leverage the valuable real estate outside mobile vehicles as much as they do inside spaces

As more companies dive into mobile marketing the onus is on each brand to find a way to differentiate the experience from the competition and keep consumers engaged. The latest trend?

Procter & Gamble Canada recently took a collection of its beauty products off drugstore shelves and featured them in a temporary storefront called the Look Fab Studio. The space which resembled an upscale salon was open in the heart of Toronto’s shopping district from April 13 to May 13 and featured free on-site hair coloring and styling beauty consultations and zones filled with product samples.
 

If PUMAPalooza doesn’t sound like your dad’s golf tournament then the marketing message is spot-on. Puma the German tennis shoe and athletic apparel company is launching a series of proprietary golf scramble events to shake up the game’s staid persona and get the word out about its recent entree into the golf category.
 

The WE network’s cake-covered brides are back baby. And this time they’re madder—and hungrier—than ever. To recap the network generated buzz for reality show “Bridezillas” in 2005 with a find-the-cash-in-the-cake stunt (brides fought tooth and manicured nail through a 15-foot three-tiered cake for a shot at $25 000) and in 2006 by challenging women with an obstacle course and climbing wall covered in eight inches of frosting.

Paint and coatings manufacturer Valspar is hoping to create some visibility for its new consumer paint brand as a sponsor of the United States Tennis Association’s 2007 US Open.