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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.

The South by Southwest (SXSW) Interactive, Film and Music Festival, hosted each year in Austin, Texas, is one of the biggest and most sought-after live marketing opportunities all year, thanks largely to the 50,000 attendees who are members of a hip, trend-seeking and mostly well-funded demographic.

As part of the U.S. Olympic Committee’s Road to London celebration, which was presented by Hilton HHonors and took place in New York City’s Times Square on April 18, Olympic sponsors including Samsung, Hilton HHonors and Chobani engaged fans in interactive experiences to promote the games and the athletes. The day marked the 100-day countdown to the opening ceremony of the 2012 Summer Olympic Games and transformed Times Square into an Olympic Village with sports demos, giveaways, autograph sessions and a touch of London.