Q&As

Marketers have lined up to back NBC’s newest reality quest series, Treasure Hunters. Attendees at the Association of National Advertisers Forum for Branded Entertainment on Wednesday got a preview of branded entertainment deals tied to the new show.

Wal-Mart will host “Fresh Start for Spring” events this weekend in 1,000 stores with six sponsoring brands: Weight Watchers, Suave, Nature Made, Mott’s, Sunkist and WD-40.

Mariah Carey has inked a unique deal with Pepsi to write and record original downloadable ringtones a part of a summer promotion.

Branded entertainment is becoming an important tool in marketers’ arsenal to reach consumers and is steadily growing, a recent survey found.

Wm. Wrigley Jr. Co. is running a poker-themed collect-and-win game across five gum brands, dangling a grand prize of $250,000.

Don Neal has been tapped to serve as president of Echelon Marketing Group, a data analysis firm that builds propensity-to-purchase models based on consumers

The Upper Deck Co., a trading card company, has launched its first rewards program for kids. The program gives kids points for cards purchased in the company’s Major League Baseball line of products.

Shell Oil Products U.S. is dangling gift cards as an incentive to get prospective customers to sign up for its new credit card.

Monster, Inc., an online career and recruitment resource, is rewarding those hungry for a job in three key cities with discounts on meals and chances to win free dinners for opening a My Monster account.

Convenience-store chain AmeriStop has launched a loyalty program using cards that tailor messages to members each time they visit the store.