March 17, 2014: Boston St. Patrick's Day Events Divide City, Nickelodeon Announces Kids' Choice Sports Awards, How Brands Are Using Vine to Reach Consumers

By Beth Kormanik March 17, 2014, 8:14 AM EDT

1. BOSTON ST. PATRICK'S DAY FESTIVITIES REVEAL DIVIDED CITY: While Boston’s annual St. Patrick’s Day breakfast made history with the first nonwhite, nonmale host, the Haitian-American State Senator Linda Dorcena Forry, the parade that followed clung to its traditions and refused to allow gay people to march. The move caused politicians including much of the state’s Washington delegation to skip the event, and longtime sponsors such as Sam Adams beer to drop out. New York Times: “This day is out of sync,” Lawrence DiCara, a former City Council president and unofficial Boston historian, said in an interview. “The breakfast gives the impression of a dramatically changing city, but the parade gives the impression of a city that hasn’t changed in 50 years.”

2. NICKELODEON STARTS KIDS' CHOICE SPORTS AWARDS: With former New York Giants star Michael Strahan as host, Nickelodeon plans to extend its Kids' Choice Awards into a sports award show July 17 in Los Angeles. Hollywood Reporter: “Like the Kids' Choice Awards, the sports iteration will have Nick viewers voting on their favorite athletes, teams and sports moments from the past year. The show also will feature a slime-filled sports stunt, naturally. The Kids' Choice Awards have been an important ratings and branding component for Nick. And in an era of rampant time-shifting—which is especially pronounced among young viewers—a new live franchise has significant upside potential.”

3. HOW BRANDS ARE USING VINE TO REACH CONSUMERS: Brands such as Trident, General Mills, Ford, and Virgin Mobile are using the video social network Vine as a marketing vehicle, and they are finding that the best way to reach people through the medium is comedy. The new stars of Vine are comedians who can get a message across in the platform’s six-second time limit. Ad Age: “It's more raw, it's more real, there's an authenticity to Vine that speaks much more to what's actually going on with millennial and teens than anywhere else I see,” said Gary Vaynerchuk, who co-founded the Vine talent agency Grape Story.


BOSTON:  The Hope for Caroline Foundation American Girl Fashion Show will take place at the Boston Quincy Marriott on March 15. Boston-area girls ages 6 to 12 will model in the show.

CHICAGO:  The Rebuilding Exchange will host its Salvager's Ball on March 22 at the soon-to-open Lagunitas Brewery in Pilsen. The night will offer a tour of the facility, a silent auction, and interactive games.

LAS VEGAS:  Las Vegas Review-Journal: “EXHIBITOR2014 will run March 16-20 at the Mandalay Bay Convention Center and will feature a conference and expo for industry only. Show management is expecting about 6,000 attendees and 275 exhibiting companies. The Las Vegas Convention and Visitors Authority is estimating the event will bring a nongaming economic impact of $6.5 million to the city.”

LOS ANGELES:  Share Our Strength’s Taste of the Nation Los Angeles is scheduled for June 1 at Culver City’s Media Park.

Local event listings from Masterplanner:

MIAMI/SOUTH FLORIDA:  Oceans 234 hosts its annual “Brave the Shave” St. Patrick's Day party tonight. The restaurant's executive chef will be among those who will have their heads shaved at the event to raise money for the St. Baldrick's Foundation to fight childhood cancer. The event will include a traditional Irish menu, green beer, and live entertainment.

NEW YORK:  The Glaad Media Awards—which honor media for fair, accurate, and inclusive representations of the lesbian, gay, bisexual, and transgender community—are May 3 at the Waldorf Astoria New York.

Local event listings from Masterplanner:

SAN FRANCISCO:  The San Francisco Flower and Garden Show will be held at the San Mateo Event Center from March 19-23.

TORONTO:  The Royal Ontario Museum's Forbidden PROM event takes place on March 29. The theme is inspired by the Centennial exhibition “The Forbidden City: Inside the Court of China's Emperors.”

WASHINGTON:  An estimated 25,000 runners participated in Saturday's Rock 'n' Roll Marathon.

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With contributions from Jenny Berg in Chicago, Alesandra Dubin in Los Angeles, Mitra Sorrells in Orlando, and Beth Kormanik, Jill Menze, and Anna Sekula in New York.

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