Brought to you by the editors of Event Marketer magazine, this collection of case studies offers in-depth overviews of 100 of the best strategies, campaigns and programs being executed by the industry’s brightest leaders and most innovative brands and agencies. Campaigns featured in the book include more than 80 top brands and span more than 20 unique event types across b-to-b and b-to-c categories. Readers and practitioners of live engagement marketing will walk away with a full primer on the best practices, insights and tools they need to do their jobs better and elevate their craft. In this, our second volume of The 100 Best Event Case Studies, we recognize the campaigns that not only captured the imagination of the customers they were after (a pretty tough gig given how gadget obsessed and time constrained consumers have become), they captured the attention of the industry, too. Like Smirnoff’s Global Nightlife Exchange project, which challenged people all over the world to submit their best nightlife ideas on Facebook, and then brought them to life in 50 markets. Or Coke, which gained huge perception points with teens by empowering them to use their social and real world networks to become the ultimate party hosts during the American Music Awards broadcast. And BMW’s dealership program, which brought its U.S.O.C. partnership to life with Olympian meet and greets followed by personal phone calls to customers and prospects after live events. Some are award winners. Some not. But all are representative of the best the industry has to offer. Includes: mobile tours, street marketing, virtual events, cause marketing, pop-ups, press events and stunts, social media, live + digital, buzz/influencer marketing, entertainment, multicultural, technology, nightlife, proprietary b-to-c and b-to-b events, mobile vehicles, retailtainment, sponsorships and trade shows. Brands featured include: Adobe, American Express, BMW, Cadillac, Coca-Cola, Ford, Gap, Levi’s, NBC, Mercedes-Benz, Microsoft, Red Bull, SoBe and more than 70 others.