Anna Huddleston

As part of its Active Series of proprietary sporting events, which includes Prevention on the Run in San Diego in February and Prevention on the Slopes in Beaver Creek, CO, in March, Prevention magazine returned to the Hamptons this summer with the Prevention Yoga Studio after a successful run last year. The branded Yoga Studio was open to the public every weekend in July with classes led by elite yoga instructors, including Dana Flynn Miller, co-founder of Lotus Flow Yoga & Laughing Lotus Yoga Centers and Kimberly Fowler, author and founder of YAS Fitness Centers.

It’s been 40 years since the first Hard Rock Café opened its doors, and to celebrate its birthday the iconic restaurant chain threw a global party called 40 Days that Rock and hit the road with dozens of rock and roll treasures on the Hard Rock 40th Anniversary Memorabilia Tour. The 40 Days that Rock event was a celebration of the past and future of the chain at its 163 locations all over the world and included a global battle of the bands competition in search of the next big rock band.

Macy’s is taking its Culinary Council on the road. The retailer, perhaps best-known for its Thanksgiving Day Parade as well as fashion and flower shows, has launched Macy’s Chefs A-Go-Go, a national food truck tour to drive awareness of its roster of chefs, teach consumers how to cook and shop like a master chef and to serve up free samples of their signature dishes.

To introduce its ReStart Yogurt to women in New York City, Colombia-based dairy company Alpina created the multi-pronged Wishes for Women campaign. The program features the release of live butterflies representing wishes made for women as its centerpiece.

 Beverage brand SoBe this summer is executing an experiential campaign to generate trial and awareness for its new flavors. The campaign is part of an integrated effort, the largest for the PepsiCo-owned brand since 2008, called Try Everything, which also includes TV, radio and Internet.