CONSUMER-MARKETING | ENGAGEMENT

U.S. Cellular has struck a three-year sponsorship deal for Milwaukee's Summerfest worth more than $1 million.

Nestlé USA's latest sweepstakes will use an in-pack ticket to name a new Willy Wonka.

Columbia Pictures is using a new tool to build excitement over its new movie—the BlackBerry.

Lassie is getting ready to run this summer. The heroic collie lends her name to a new dog food marketed by Classic Media, which owns rights to the classic film and TV character. The brand, Lassie Natural Way, hits supermarket shelves this month. Classic kicks off a 20-week tour in June to promote the brand,…

Subway restaurants dress up their kids marketing this summer through two promotions with Vans.

Toymaker Bandai America, Inc. is calling on kid filmmakers and Power Rangers fans, alike, to create short movies for a chance to win a $5,000 scholarship.

Wal-Mart is on a new path to convert all but its most dedicated customers to loyalists and has put in place a five-point plan to achieve that goal. The aggressive effort will span at least 15 years, according to the company's CMO, and encompass aspects ranging from store layouts to organic food offerings.

Marketers have returned in full force to activate various sponsorships around National Hockey League (NHL) events, dangling sweepstakes prizes and other perks to keep loyal fans buzzing.

The new Fox television series Prison Break is now serving as the centerpiece for an integrated marketing partnership that coincides with the launch of Toyota's new Yaris liftback and sedan.

JetBlue Airways has signed on youth marketing firm Mr. Youth to handle a variety of promotional activities for the low-cost carrier to help build brand awareness among consumers.