Event Marketer

On Oct. 5 athletic brand Atayne activated its sponsorship at the Maine Marathon in Portland ME by… picking up trash. The one-and-a-half-year-old athletic apparel brand sent volunteer brand ambassadors out on the 26-mile course with baby jogging strollers to follow runners and pick up garbage and recyclables left behind. Atayne creates performance apparel made from recyclable materials like plastic bottles and coconut shells. The activation supports the brand’s environmentally conscious mantra: run hard tread lightly. 

In an effort to reinforce its brand among U.S. consumers Russian Standard Vodka recently hit nine markets with the Girls of Miss Russia USA tour. Claiming to be Russia’s No. 1-selling premium vodka and nightlife spirit the vodka brand traveled with five finalists from the Miss Russia pageant which is owned by the company.

Last Saturday Bloom grocery stores attempted to break the Guinness World Record for most couples kissing simultaneously. The brand distributed invitations encouraging football fans to lock lips with their neighbors during a half-time event at Furman University’s Paladin Stadium in Greenville SC which seats 16 000. The existing record was set in Tuzla Bosnia-Herzegovina on Sept. 1 2007 when 6 980 couples kissed on the lips at the same time for at least 10 seconds.

Sharp’s Aquos brand marked its second season as the official HDTV of Major League Baseball with the largest integrated sports marketing effort in the company’s history. Key to this year’s strategy was a series of regional overlays that allowed the electronics brand to activate its promotions and national sweepstakes locally and drive traffic to its more than 5 500 retail partners.

Restaurant chain Ruby Tuesday is saying goodbye to its old image and ushering in a new one by turning the demolition of its last restaurant into a live consumer event. On Tuesday Aug. 5 at 3:00 p.m. EST the chain’s last remaining old-style eatery was blown up in a live Internet broadcast at rubytuesday.com. The event was part of the It’s a Brand New Tuesday campaign which is designed to kick start the chain’s brand makeover from bar and grill-style food and décor to fresh simple and modern American fare.