April 3, 2015: Are Millennials Over Social Media Marketing?, Peabodys Getting a Face-Lift, See Coke's Drinkable Billboard

1. ARE MILLENNIALS OVER SOCIAL MEDIA MARKETING?: Kevin Lyman, founder of the long-running Vans Warped Tour, talks to Adweek about what the younger consumer generation wants from brands at live music events, including real connections, an understanding the demographic includes attendees as young as 19 and as old as 35, and physical goodies. But perhaps most important is what marketers are doing on social media. "Lyman said the wealth of digital content out there makes it difficult to digest all the brand messages, especially since millennials are smart enough to recognize a paid pitchman, including by way of a 15-second Instagram video. In fact, Lyman's experience suggests that tangible goods are a more effective marketing tool than a social pitch. ... Lyman thinks it's a trend marketers should pay attention to. ‘We're creating the digital blur right now,’ he said. ‘How we get our messaging out should be a balance between digital that makes sense and also going back to those tangible things that really affect people's lives.’” http://bit.ly/1xyXhS8

2. HOW TO REINVENT A 74-YEAR-OLD AWARD SHOW: There are big changes in store for this year's Peabody Awards. Looking to show the 74-year-old awards—and its honorees—are as relevant to pop culture as other big entertainment industry ceremonies, the organizers are not just bringing in Fred Armisen to host, but also turning the May 31 affair into a televised evening gala produced by Den of Thieves. Winners will be announced leading up to the ceremony, with entertainment winners revealed on Good Morning America on April 16. Variety: "'We want people to understand this is not just another awards show. We’re honoring stories that invigorate people, that have a transformative power.' [said Jeffrey P. Jones, director of the George Foster Peabody Awards at the University of Georgia] The TV presence this year will give the Peabodys a stronger public face, after having been hidden too long, he adds." http://bit.ly/1NE1Nkn

3. SEE COKE'S DRINKABLE BILLBOARD: For the N.C.A.A. Final Four, Coke Zero has installed a 23,000-pound, 26- by 36-foot drinkable billboard located at March Madness Music Festival in White River State Park in Indianapolis. Creativity Online: http://bit.ly/1CBA0Os

* LOCAL NEWS *

BOSTON:  Adidas and Boston Athletic Association have teamed up for an activation that will open in mid-April at the 26-mile mark of the Boston Marathon. Dubbed RunBase, the activation will sell Adidas gear in a 2,000-square-foot space; the venue will also host workshops, seminars, clinics, and exhibits.

CHICAGO:  IBTM America—a showcase for the meetings, events, and incentives industries—will be held at McCormick Place June 9-11.

LAS VEGAS:  The Las Vegas Convention and Visitors Authority and U.N.L.V. are hoping to bring one of the 2016 presidential debates to town, arguing the Nevada city's reputation as a destination for high-profile events and conventions make it a natural choice. Las Vegas Sun: http://bit.ly/1Ia8g87

LOS ANGELES:  The Newport Beach Wine & Food Festival returns October 2-4 with net proceeds benefiting charity partner Project Hope Alliance. The lineup will include chef cooking demonstrations, wine tasting panels, and live jazz, plus the Daytime Festival grounds will expand to showcase two pavilions and offer tastings from Orange County’s top executive chefs and their restaurants.

Popular TV will launch the first issue of its print magazine with a party hosted by cover girl Sofia Richie at Siren Lab Studios on April 7.

The Los Angeles Men’s Market trade show is moving to the larger 93,000-square-foot penthouse floor of the California Market Center for its April 7-8 show. California Apparel News: http://bit.ly/1Cjffn2

Local event listings from Masterplanner: http://www.masterplanneronline.com/losangeles

MIAMI/SOUTH FLORIDA:  Lauderdale Live, a three-day music festival in downtown Fort Lauderdale, returns June 19-21. Phillip Phillips and O.A.R. are the headliners.

NEW YORK:  The Council of Fashion Designers of America announced The Late Late Show's James Corden will host this year's C.F.D.A. Awards. The fashion industry event will be held June 1 at Lincoln Center's Alice Tully Hall.

Nonprofit organization Pencil will hosts its 20th anniversary gala celebration on October 1 at Pier Sixty.

Local event listings from Masterplanner: http://www.masterplanneronline.com/newyork

SAN FRANCISCO:  Octagon Culinary announced the inaugural BITE Silicon Valley, billed as the country's first festival to explore the intersection of food and technology, will be held at Levi's Stadium June 5-7. The event, which will be hosted by chef José Andrés, will include a conference with keynotes, a debate on G.M.O.s, and other discussions, as well as cooking demos, interactive workshops, and a Grand Tasting to showcase the products and dishes of chefs, beverage experts, and brands. BITE Silicon Valley will support Second Harvest Food Bank of Santa Clara & San Mateo Counties and the 49ers Foundation.

TORONTO:  YouTube Fan Fest will take place at Yonge-Dundas Square on May 2. The free, live show will feature performances from YouTube stars such as Bethany Mota and David Choi.

WASHINGTON, D.C.:  The Washington Humane Society’s Bark Ball is scheduled for June 20 at the Washington Hilton.

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

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