Off Site from the NBA Jam Session: Volkswagen

About a mile away from the convention center Volkswagen engineered its own immersion to capitalize on All-Star Game fanfare. The automaker which is not an NBA sponsor took over a Tex-Mex restaurant and a parking...

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Pilot Programs: Melitta Unwraps Euro Café In Philadelphia Rolls Sampling Effort

If a moveable European-style sidewalk café environment boosts sales in Philadelphia the concept could emerge as a bigger part of the marketing mix for Melitta USA. The coffee marketer the No. 5 premium brand last...

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Legal Action: MasterCard Seeks Injunction Against FIFA

Two weeks after Visa announced a seven-year sponsorship of FIFA through 2014 the property's incumbent payment card partner MasterCard International is suing soccer's international governing body. The complaint filed in the U.S. District Court for...

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Multimedia: John Frieda Brings Soap Fans Front And Center

Kao Brands' John Frieda hair care line made a mark at Friday's Daytime Emmy Awards with the Luminous Color Glaze Fan Zone outside the Kodak Theatre.   The branded area was mentioned and shown during...

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Amex Adds Online Element To Tribeca Film Festival Sponsorship

American Express a sponsor of the Tribeca Film Festival since the event's inception in 2002 has added a few new wrinkles to its sponsorship: a new online film competition for budding filmmakers and new activities...

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Pop-Up Shops: Nicorette Stops Short; Store Open For Four Days In NYC

GlaxoSmithKline opened a pop-up shop in New York City for four days in April to promote a new flavor of its Nicorette smoking-cessation chewing gum.   The Nicorette Stop Shop now on its way to...

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Integrated Campaigns: JetBlue Lets Consumers Speak

JetBlue Airways' latest event marketing initiative a live extension of the carrier's new "Sincerely JetBlue" ad campaign gives customers a chance to talk back to the airline about their experiences. The airline created a booth...

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Tours: Kashi Kicks Off Day of Change in San Diego

Natural foods manufacturer Kashi last week kicked off a seven-month tour at the Earth Fair in San Diego's Balboa Park.   The tour will make stops at natural food retailers as well as local fairs...

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Live Translations: ‘Cars’ Brings Animated Road Trip To Life

Two of the stars of the latest Disney/Pixar feature "Cars" are headlining a mobile tour. The animated movie is about a summer road trip down Route 66. "We thought the best way to get the...

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Customized Events: Audi Tailors Ride-And-Drive To Attendee Preferences

Audi of America is promoting its new Q7 SUV with "Streets of Tomorrow " a ride-and-drive tour that includes lifestyle demonstrations tailored to each attendee's interests.   The events kicked off Saturday at Belmont Park...

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