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B-to-C EventsGlenlivet Guardians Sample Scotch and Photography
Premium single malt scotch whisky brand The Glenlivet in mid-December gathered its most loyal advocates, which it calls The Glenlivet Guardians, for a photography event in Brooklyn’s artsy DUMBO neighborhood. The program was part of its Dram and Discover series, which launched in the fall and will continue through the spring of 2013. The events are designed to deepen relationships with The Glenlivet drinkers through experiences that tap into their passions and interests.
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B-to-C EventsRoving Carolers Help VH1 Promote ‘Divas’ Special
To promote its television broadcast of “VH1 Divas,” a showcase of today’s top pop singers, the VH1 channel on the afternoon of Dec. 16 sent out a group of carolers to roam the streets of Manhattan to perform songs a capella for passersby in a guerrilla-style effort to get people to tune in. Nevermind the traditional garb or old-time carols, however, as these were no ordinary carolers—they were “diva” carolers decked out in pink and glitz.
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B-to-C EventsAquafina Walks the Runway Walk To Inspire New Designers
PepsiCo bottled water brand Aquafina has launched the Aquafina Pure Challenge in partnership with fashion design reality show competition “Project Runway” to invigorate the fashion conscious audience and reintroduce them to the brand.
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B-to-C EventsOffice Depot Treats Millennials to X Games Showcase
Office Depot on Dec. 15 unveiled its new “store of the future” design that will roll out eventually to all locations and is designed to make the store and its products appeal to Millennials. The other purpose of Saturday’s event is to highlight the brand’s new partnership with the 2013 X Games, and to help drive excitement for the brand’s activation there, which will be live in Aspen from Jan. 24 to 27.
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B-to-C EventsVans Supports Art Education with Design Contest
Vans in the New Year is launching for a fourth season its Vans Custom Culture contest, a program that simultaneously honors the brand’s heritage as a shoe maker that promotes personal expression among its wearers, while getting thousands of consumers in its target market to create buzz around the product.