One of Adentity’s Project Managers recently gave an informative presentation on Event Marketing. Connecting a product/service to an event is more and more important as a way to engage people, whether it’s communicating B2B (business to business), B2C (business to consumer) or B2I (business to internals).As an example of B2C communication a case on Lätta, a low-fat margarine, was analysed. Lätta is one of the strongest FMCG-brands in Sweden. An event marketing concept was created which would help in building brand image and create powerful meetings with the key target group; young adults aged 18-29.
The result: A national road show with a Parkour theme, including the biggest Parkour-track ever constructed. A large number of meetings, samples and eager would-be Parkourists rendered fabulous quantitative results. The campaign was communicated in-store, with ads on the web and in print, along with PR – resulting in a significant amount of articles in the media, both print and on-air.
Lätta road show was conceptualised and implemented by
www.ps-communication.se.
