CONSUMER-MARKETING | ENGAGEMENT

Famous for Chunky Monkey and Phish Food flavors, Ben and Jerry's is turning over its ice cream-making talent to consumers with a new contest to create an original flavor for the brand.

Arby's Restaurant Group plans to serve basketball fans a free sandwich based on an outcome of one of the NCAA playoff games.

Jose Cuervo is on the hunt for undiscovered Latino musical artists and is building a major event around the search.

Tommy Hilfiger is out with a new campaign designed to build buzz around its revamped juniors line with an instant-win game, which promises a grand-prize trip to New York.

Ford Motor Co. is boosting two of its brands via Webisodes that promote the new Mercury Milan and Lincoln Zephyr sedans.

The Hershey Co. this week breaks a multi-pronged marketing blitz for its Take 5 candy bar, its first comprehensive campaign since launching Take 5 last year. Hershey hopes to jumpstart trial with extensive sampling, buzz marketing and in-theatre promos as well as TV, online ads and a dedicated Web site, Thegreatestcandybarever.com.

White-shoe bankers, beware: Washington Mutual has taken to the streets of the Big Apple and the Windy City this week with teams of guerilla marketers who are spreading the word on the company's new roster of free financial services.

Kohl's Department Stores this week begins its 26-market tour as title sponsor of the Kohl's U.S. Youth Soccer American Cup.

CompUSA announced last week that it has teamed up with CBS Sports to become an official National Collegiate Athletic Association (NCAA) corporate partner.

The History Channel is building buzz around its new mini series, 10 Days That Unexpectedly Changed America via a seven-city mall tour and sweepstakes, in which consumers can win themed trips to historic U.S. locations.