aiwpadmin

On Sept. 11 and 12, recovery drink Code Blue returned to CollegeFest for a second year to reconnect with college students in the Boston area, a major market for the brand. The back-to-school event held at Boston’s Hynes Convention Center is organized by New York City-based youth marketing agency Mr. Youth, and attracts more than 15,000 students from nearly 100 New England-area schools with live performances, giveaways and prizes from more than 90 corporate sponsors.

The Hershey Company this summer hit the road with the Twizzlers Irresistible Summer Road Trip, a cross-country effort to promote its newest flavor, Twizzlers Sweet & Sour Filled Twists. The eight-market tour, which launched July 26 in Chicago and ends Sept. 19 in St. Louis, is traveling to family festivals, sporting events and beaches where it distributes samples and engages consumers with music, games and prizes. It also ties in with events sponsored by radio stations when possible. 

At this summer’s Lollapalooza music festival, long-time sponsor adidas boosted its visibility by propping a 16-foot by 30-foot branded shoebox constructed out of shipping containers next to the stage it sponsored. The activation was live in Chicago’s Grant Park from Aug. 6 to 8, and is part of an integrated campaign for the launch of its new product MEGA, a shoe that combines some of the best features from the brand’s past shoes and “supersizes” them into one product.

Adhering to its mantra of “for food people, by food people,” the Cooking Channel is partnering with local gourmet ice cream and popsicle shops on its 15-city summer tour to reach serious foodies and differentiate its hardcore cooking content from the more reality competition-based shows on sister channel, the Food Network.

Lay’s potato chips, a brand of PepsiCo’s Frito-Lay division, kicked off a mobile greenhouse featuring its potato farmers that is traveling to five cities following its July 26 debut in New York City’s Times Square. The tour will visit Boston’s City Hall Plaza, Chicago’s Millennium Park, Detroit’s Tigers Stadium and The Grove in Los Angeles before it wraps at Rangers Ballpark in Dallas on Aug 24.