6 Events That Boosted Attendance With Creative Contests

In March, Victoria’s Secret challenged the 3,500 attendees at its Pink Nation Beach Bash for college-aged spring breakers in Miami with an obstacle course.

Scholastic’s 20th anniversary I Spy event in Times Square in April included a scavenger hunt for 20 second-graders to find objects hidden on the exterior of a larger-than-life cake-shaped structure.

At Toronto’s Honda Indy July 8 through 10, sponsor Dr Pepper invited visitors to see who could change a tire fastest in the “Pit Stop Challenge.”

On July 14, McDonald’s promoted its new smoothie with a pop-up beach party in a crowded Chicago plaza, inviting hundreds to compete in a limbo contest.

In June and July, Ford Motor Company showcased its new 2012 Ford Focus with a fund-raising test-drive competition that pitted Orlando, Miami, Charlotte, and Atlanta against each other. The program resulted in more than 4,100 test-drives at 64 events.

Florida burger brand Stop Burger’s inaugural eating contest at the Weston Town Center on July 4 saw 20 burger lovers compete to win $2,500.