B-to-C Events

The Arby’s Foundation has beefed up its Hungry for Happiness mobile tour, which is designed to increase enrollment in summer meal programs for needy children and raise awareness of childhood hunger. Now in its second year, the tour has doubled the number of cities it will visit and has added a social component. And, while last year’s effort was funded solely by the Foundation, this year the entire Arby’s organization, including franchisees, is supporting the campaign.

To drum up excitement for the tenth and final season of WEtv’s “Bridezillas,” the network on May 30 invited 10 brides to New York City and gave them a chance to win $10,000 in a wedding cake-eating contest. To add a bit of star power to the ceremonies, reality star Nicole “Snooki” Polizzi served as emcee. She is a bride-to-be herself, and a fan of the show.

To support its new Cartoon Network program, “The Yoda Chronicles,” LEGO Systems master builders created the biggest LEGO model ever built and brought it to New York City’s Times Square. The model is a life-sized “Star Wars” X-Wing fighter that weighs about 46,000 pounds, is 11 feet tall and 43 feet long and has a wingspan of 44 feet.

Citi is sponsoring the Rolling Stones’ 50 & Counting tour, offering experiences celebrating the band’s decades-long contribution to the music industry and to the rock ‘n’ roll world. The tour kicked off May 2 in Los Angeles and wraps June 24 in Washington, D.C.

To make new connections with the college crowd, Sperry Top-Sider in April brought its signature boat shoes to West Coast college campuses with its Vacationland College Tour.