BizBash Names 10 Most Innovative Brands Doing Marketing Events

Target is #1; other top brand include Red Bull, Coca-Cola, Ameri

MAY 11, 2011—In its first “Innovation Issue,” BizBash Media names the 10 most innovative brands that consistently leverage cutting-edge events as a key part of their marketing mix. These companies use experiential marketing in new ways—and get actual results from these efforts. Target is BizBash’s choice for top brand; others on the list include Nike, Red Bull, Nintendo, and American Express.

“Style was a factor here, of course, but we also focused on performance,” said Chad Kaydo, editor in chief of BizBash Media. “Which companies are using their face-to-face marketing efforts to increase sales, media impressions, customer retention, and buzz?”

BizBash’s 10 Leading Event Brands
  • Target (#1). Using the entire southern façade of the Standard New York hotel as an illuminated billboard for its “Kaleidoscopic Fashion Spectacular” and building a 25-foot-tall sculpture of Dr. Seuss books on the steps of the New York Public Library for the National Education Association’s Read Across America drive are just two examples of the retailer’s inventive attitude toward the 300 attention-grabbing events it creates, hosts, or participates in each year.
  • Nike. The athletic brand is known for its innovative activations at major sporting events, like building pop-up stadiums in six cities during the 2010 FIFA World Cup.
  • Red Bull. One-third of its marketing budget is spent on high-energy events, like the Red Bull Air Race World Series, to appeal to its daredevil target consumer.
  • I.B.M. With an emphasis on engaging and reaching more of its client base of business executives, IT professionals, and developers, the tech giant uses expos, local conferences, and online portals filled with clients as speakers.
  • Levi’s. Since opening an interactive Los Angeles showroom for stylists and costume designers in late 2009, the denim brand’s placements in film, TV, and magazines and on celebrities have more than quadrupled.
  • Godiva. A four-week Valentine’s Day pop-up transformed the global chocolate brand’s retail shop on Fifth Avenue in New York and generated 160 million media impressions.
  • Toyota. Despite the bad PR of a safety recall, the automaker got consumers back behind the wheel with ride-and-drive programs and engaged drivers with a multicity environmental debate series—moderated by entertainment personalities—to launch the Lexus CT 200h hydrid vehicle.
  • Nintendo. By including competitor categories for over-55 and under-13, the company widened its traditional gamer customer base last year with the Wii Games, an Olympic-style match-up of more than 150 qualifying events at shopping centers and Six Flags amusement parks in 17 states.
  • American Express. The credit-card issuer sustains customer loyalty and entices potential clients by giving card members insider access at major events, like awarding daily Twitter contest winners entrance to its Skybox lounge where they could view New York Fashion Week shows.
  • Coca-Cola. The iconic beverage company aligns with megawatt events—it’s the longest continuous corporate sponsor of the Olympics, since 1928—and focuses on messages of health, sustainability, and happiness to form an emotional connection with consumers.
The article, “The 10 Leading Event Brands,” is featured in the May/June 2011 issue of the BizBash New York and Los Angeles print and digital editions.

The digital edition of the New York issue is available online at

About BizBash
Since its founding in 2000, BizBash Media has become the event industry’s leading source for inspiration, smart marketing strategies, and useful tools, helping to revolutionize the ways event professionals get ideas and connect with each other. BizBash serves nine major markets with its trade shows, Web sites, and magazines: Boston, Chicago, Las Vegas, Los Angeles, Miami, Orlando, Toronto, New York, and Washington, D.C. The BizBash National Venue Guide covers an additional nine markets and is the perfect resource for planners to find new venues.

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