From Star-Studded Scotch Parties to Moving Bus Music Festivals

By: Jana Pijak - Jan 15, 2015
These sponsored event innovations range from beer-branded nightlife venues to moving bus music festivals that are affiliated with a major brand. From music and entertainment to fashion and sports, these sponsored events range from charitable initiatives to exclusive parties that represent a brand's values and creative vision.

Standouts from this list include Johnnie Walker's Symphony in Blue event that was held in London's prestigious Merchant Taylors' Hall. The star-studded affair unveiled the scotch manufacturer's Johnnie Walker Blue product and featured exclusively catered culinary delights. In addition to the event's live entertainment, guests also got to take part in what was described as an 'immersive art installation.'

Other memorable examples from this list include the Red Bull Tour Bus--a convertible vehicle that doubles as a practical stage for live performances--as well as Heineken's beer-branded pop up shops and temporary disco nightclub projects. In addition to these drink-branded events, other examples on this list include charitable fashion shows and virtual reality concerts that are experienced on one's smartphone.