CONSUMER-MARKETING | ENGAGEMENT

In support of the Blimpie Carb-Counter Menu, Blimpie International, Inc. and the International Health, Racquet and Sportsclub Association (IHRSA) have

Seven Nestl USA candy brands this month broke an on-pack/online sweeps that gives away music downloads and four grand-prize trips to hang out with different

Heineken USA and RealNetworks have joined forces to give away millions of songs this summer. Kicking-off Memorial Day weekend, every specially marked

The Travel Channel entered a media and marketing deal with The Reader's Digest Association, Inc. for the network's new series John Ratzenberger's Made

Interstate Bakeries Corp.'s Hostess brand joins forces with DC Comics, Cartoon Network and KidsWB! for an online sweeps that lets kids create a superhero.

Carl's Jr. and Hardee's QSRs will feature Yu Yu Hakusho toy figures in their Kids Combo meals, along with a sweepstakes giveaway from March 3 through

ABC Television Network last month formed an unusual partnership with WPP Group's media-buying arm MindShare North America to collaborate on programming.

If done well, events can be a marketer's dream. At a well-planned and executed event, consumers get to touch the brand, play with it, test drive it, and

The excitement and buzz surrounding event marketing has forgiven many of its shortcomings specifically where it misses one of promotions' greatest strengths:

At one time, marketers might have thought of events in terms of a stand-alone mobile unit parked at Wal-Mart to introduce new hair care products, or a guerrilla team working the streets of New York or Chicago to pass out coupons for a cellular phone.