On May 3, Nestle unveiled an interactive water fountain at The Grove, an upscale mall in Los Angeles, to promote the southern California launch of resource 100% natural spring water. Resource, which contains naturally occurring electrolytes, is sustainably sourced and comes in a 50 percent recycled plastic bottle.

Experiential marketing plays a big role in what History vp Chris Meador does to promote the many shows he handles at the network. Last spring, for example, he put a Cajun food-themed “Taste of the Bayou” truck on the streets of Manhattan to drive tune-in for the second season of “Swamp People,” a series that explores the heritage of the Cajun community.

To promote its all-new 2012 Impreza, Subaru visited companies that have been recognized for valuing a healthy work/life balance, such as Sheetz stores and Starbucks, to treat their employees to a few hours of play. The Subaru Work Play Love tour (March 1-May 18) made several stops through the Midwest, East and West coasts with its active lifestyle partners, including KEEN Footwear and Yakima and Trek, that helped support a series of outdoor experiences at each stop.

Since History (formerly known as The History Channel) couldn’t take New Yorkers to a swamp in Louisiana, the network instead brought the swamp to life at New York City’s Chelsea Market to promote the third season of its series, “Swamp People.” The Swamp in the City activation converted a 5,600-square-foot space into a swamp filled […]

The world of b-to-b marketing is getting a much-needed upgrade thanks to a few enterprising brands that are recognizing that the same people who “conduct business” on the trade show floor are also consumers who enjoy a little fun and excitement, too. As a result, some exhibitors are taking cues from consumer events to enliven their shows and increase the effectiveness of their b-to-b programs.