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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 On Friday night ESPN the Magazine hosted its annual Next Big Weekend party at the Fontainebleau. Nearly 2,800 athletes, celebrities, sponsors, and ESPN executives—nearly twice as many as last year—attended the event, which took place in a 25,000-square-foot pink-lit tent on the property’s back lawn, and spilled into the hotel's bar La Côte and restaurant Blade.
Bucking tradition, this year the brand opted to nix its all-day fan experience event, typically held on the Saturday before the Super Bowl. “We came to the conclusion that Miami is a different market than Tampa, and while it worked well there [last year] within the same footprint where we had our Friday night party, it wouldn’t have necessarily had that same success in Miami,” said Alyssa Muenkel, ESPN’s project manager for the event.
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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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Audition booths at Progressive's New York tryouts Photo: BizBash
FROM NEW YORK Advertising executives at Progressive didn't intend to create an icon when they aired their first commercial featuring the enthusiastic character Flo in 2008. Now, two years and tens of commercials later, actress Stephanie Courtney's surprising group of fans prompted the insurance company to offer up a walk-on role in one of her ads.
The search—which includes online submissions and events in New York, Miami, and Los Angeles—kicked off at Metropolitan Pavilion on Thursday and Friday, when more than 500 hopefuls lined up to audition in front of Flo herself. It also marked Progressive's first stab at event marketing.
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Blindfolded guests at Foundation Fighting Blindness's Dining in the Dark benefit Photo: Darcy Scott for BizBash
FROM NEW YORK The first hint of things to come upon entering the sold-out main ballroom at Foundation Fighting Blindness’s “Dining in the Dark,” held Thursday at the Plaza, was an elaborate system of stanchions connected with white cotton ropes: They were to help the blind waiters navigate the room.
This is the second year the foundation has hosted a dinner where the entrée is served in complete darkness. A concept that started in Germany, it has taken off here, and the foundation will host nine dinners this year, including benefits in Los Angeles, San Francisco, and Dallas. (For the full list and schedule visit blindness.org.) Fascinated, I wrangled an invitation. MORE >>
Fergie and Slash performed at the pre-Grammy gala. Photo: Kevin Mazur/WireImage.com
FROM LOS ANGELES Saturday night marked the Recording Academy’s second year co-hosting Clive Davis’s annual pre-Grammy party at the Beverly Hilton. In its more than 30-year history, the event has grown a reputation as one of Grammy week’s hottest parties, largely due to Davis’s ability to attract big-name guests and performers. This year was no different, with artists like Barbra Streisand and Smokey Robinson attending, and Carrie Underwood and the Black Eyed Peas taking the stage.
The academy first approached Davis about jointly producing the event last year, when it selected him as the recipient of its annual President’s Merit award. Bypassing the traditional award ceremony, which usually took place at the Staples Center immediately following the Grammy ceremony, the academy spoke with Davis about the possibility of partnering with him on the pre-Grammy gala and presenting the award there.
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Our 2010 National Venue Guide Is Out
