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A guest practicing his serve at Tide's branded tennis court Photo: BizBash
FROM MIAMI/SOUTH FLORIDA Leveraging the many sweaty athletes in town over the weekend, Tide launched its new Tide Plus Febreze Freshness Sport laundry detergent with an activity-filled party atop the W South Beach on Friday afternoon. BMF Media Group produced the event, staging four sports activations—a football throw, three-hole putting green, basketball shoot-out, and tennis target practice—each branded with the new detergent's logo on the hotel's rooftop tennis and basketball courts.
Brand ambassador Venus Williams hosted the party, and doled out tennis tips to guests. "Venus is the perfect ambassador for Tide plus Febreze Freshness Sport because she and Tide share the belief that being able to keep clothes clean and fresh should never come between you and your style—on or off the court,” said Suzanne Watson, associate marketing director for North America Tide, in a press release.
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Spike HD players poured Gatorade on coach Mark Sanchez after the team won. Photo: Christopher Polk/Getty Images
FROM MIAMI/SOUTH FLORIDA The DirecTV Celebrity Beach Bowl returned to Miami Beach, the location of the inaugural event during the 2006 Super Bowl weekend, on Saturday afternoon. The fourth annual flag football game, which pits celebrities and athletes against each other, attracted more than 10,000 people—nearly 10 times the attendance of its first game and 2,000 more than in Tampa last year.
The satellite TV brand reached out to Los Angeles-based Murphy Productions to design a temporary 8,000-seat stadium on Miami Beach between 21st and 22nd Streets to house the game. "Unfortunately we had to turn people away last year, so this year we wanted to be sure to give back to all of our fans by building this massive stadium," said Jon Gieselman, DirecTV's senior vice president of advertising and public relations.
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FROM MIAMI/SOUTH FLORIDA Two of the most exclusive Super Bowl parties returned to form with highly publicized events on Saturday night, just blocks apart in South Beach. After Playboycancelled its party in Tampa last year and Maximscaled back, both brands came back full force.
Playboy kicked off at 9 p.m. with 2,000 people flooding into the Sagamore for the invite-only affair. Producer Sale Stojanovic, president of 3B Productions, showcased footage from Playboy parties through the years on flat-screen TVs that lined the main hallway of the hotel, the walls of the private cabanas in the garden, and decorated the stage at the far end of the pool.
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There are two opportunities for New Yorkers—and curious out-of-towners—to network with peers and learn about event industry trends this winter.
First up, the Council of Protocol Executives' biennial Eventpower seminar is scheduled for February 26 at the Time Warner Center's 10 on the Park. The daylong event has a lineup of speakers including former New York Times food critic Frank Bruni and Blue Hill co-owner David Barber. Registration, which closes February 21, is $200 for COPE members and $400 for non-members.
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Last week we asked readers which Super Bowl event they'd most like to work on, and more than half chose the Maxim party. In second place: 28 percent of participants picked the halftime show. Another 11 percent want to work with ESPN the Magazine, and just 6 percent said they'd rather try something new for their own brand or company.
Next we want to see what you think of virtual meetings and trade shows. A recent New York Times article reported that the recession has been a boon to virtual events. Let us know if you think this is good or bad for the industry in the new poll, which you can find in the left column of the home page.
Timbaland performing at the Pepsi Super Bowl Fan Jam Thursday night Photo: Mitchell Zachs
FROM MIAMI/SOUTH FLORIDA Although brands like ESPN the Magazine and Maxim will host Super Bowl XLIV parties beginning tonight, others staged events earlier in the week. The celebrations began on Tuesday with N.B.A. All-Star Alonzo Mourning’s fund-raiser at Lucky Strike Lanes in South Beach and continued with parties hosted by Pepsi, former N.F.L. player Jerry Rice, GQ, and the New Orleans Saints. Here’s a look inside the events and other brand activations from Dockers, Patrón, and Bridgestone.
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Dearfoams' fireside relaunch Photo: Jon Simon/Courtesy of Dearfoams
With scores of buyers in town for Accessories Market Week, slipper manufacturer Dearfoams thought it an opportune time to unveil its new marketing direction and relaunch its product. Kicking off the week on Monday night, the R.G. Barry Corporation-owned brand gathered more than 100 buyers and editors from publications like WWD, In Style, Seventeen, and Ebony for an event at Openhouse Gallery that sought to communicate this new message. Using Project Runway star Tim Gunn, the former Parsons design department chair and current chief creative officer of Liz Claiborne, to lure guests, Dearfoams laid out its marketing imagery, products, and even a new signature color in a cozy room outfitted with a working fireplace, various white sectionals and ottomans, and red rugs, pillows, and tulips.
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Mia Choi and Sneha Bhatia met at experiential marketing and design company EventQuest. Over their seven years there—Choi as head of production and Bhatia as a production manager—they enjoyed working together so much that they started their own business. “We both thought it would be great to create an agency that bridged the gap between being a solo producer and a bigger company,” Choi says. In February 2008, the pair launched Production 911, a full-service event production company based in Brooklyn.
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