CONSUMER-MARKETING | ENGAGEMENT

Skyy Spirits is reading its largest promotion to date in a bid to build buzz and business around its portfolio of spirits.

Dodge is sending nine college students packing for a road trip from their collegiate towns to Miami to promote the 2007 Caliber brand, and to earn money for charity.

PepsiCo. is rolling out a mega promotion tied to Warner Bros. Pictures' Superman Returns, dangling a cash prize of $1 million.

Taubman Centers will reward consumers visiting select shopping centers and area events over the Memorial Day weekend with sweet treats, including free ice cream and T-shirts as part of a new guerilla marketing campaign.

Lionsgate Entertainment has been asked by The Children's Advertising Review Unit to refrain from advertising one of its DVDs during times when children's program is on television.

Owners of an Xbox 360 car-racing game can now download free content that puts high performance vehicles from Cadillac on the racetrack.

Is it a bid against Dunkin' Donuts? An effort to muscle in on Starbucks? McDonald's is trying its hand at some new products, testing specialty iced coffees and bakery goods (think muffins and scones) in a limited number of restaurants in the Northeast.

Ben & Jerry's is launching its newest ice cream novelty, The Cone, with a contest that rewards consumers for their good deeds.

Unilever is airing its clean laundry in Manhattan to pitch a detergent intended for space-starved New Yorkers. The All Small & Mighty Clothes Bus is covered in all the shirts, shorts and socks that can be washed with one bottle of the super-concentrated variety of All detergent.

McDonald's will soon serve up a mega-burger as part of a U.K. promotion tied to the FIFA World Cup.