CONSUMER-MARKETING | ENGAGEMENT

MTV and Maybelline New York have launched a program that will award a $25,000 scholarship to a female student that best embodies the theme of empowerment through education.

Nestlé is making things extra sweet for American Idol fans offering a chance to go to the finale this spring as part of a new sweepstakes.

In a bold marketing move, Pepsi is rotating its packaging—with a huge play on interactivity—on a regular basis to keep up interest for its core audience, teens and young adults

Pond’s, the anti-aging skin care line, has signed a deal to become the presenting sponsor of a six-hour television event, The Starter Wife.

Pepperidge Farm has signed a deal to be an official sponsor of a Sports Illustrated competition that searches for talented young skiers and snowboarders.

Pepsi upped the ante yesterday, adding a watch-and-win contest offering a jewel-encrusted Pepsi can and other prizes to its already lucrative National Football League Sponsorship.

Sesame Workshop and Hannaford Supermarkets are hoping to give kids a little encouragement to eat apples with the help from Grover and friends.

Febreze will hit the road Saturday, touring the country to sample its air freshener and find a new star for an upcoming TV spot.

(Promo) Here's a hot tip for marketers who want to stay in touch with their customers: Take a page from the past and try a customized magazine. Though more costly than e-mail, it can serve as the perfect setting for promotional offers.

(Promo) First, the bad news: Spending on event marketing fell in 2006. The average spent per company dropped to $685,598 from $795,147 in 2005, according to "Promo" magazine's 2007 Event Marketing Trends survey.