Kenneth Briodagh

Last weekend, LG Electronics unveiled the LG Chalet in Beaver Creek, CO, to expose hardcore ski fans to its home electronics and appliances at the Birds of Prey World Cup Ski event. The brand invited the 20,000 attendees of the event to visit its high-tech home on the slopes and immerse themselves in the LG brand while relaxing from a long day on the slopes. LG is the exclusive electronics/appliance partner of the event, and leveraged that partnership on-site through social media, digital signage and VIP hospitality, in addition to the Chalet.

Luxury champagne brand Krug Champagne, a division of Moet Hennessey, activated its second annual Krug House pop-up experience in New York City on Oct. 7. The brand rolled out a week-long high-end tribute to all that is luxury with programming that included a private dinner kickoff to name the winner of the Krug Lifetime Achievement Award and two invite-only $300 Krug tasting dinners benefitting The James Beard Foundation and hosted by Iron Chef Marc Forgione, Olivier Krug and Margareth Henriquez, president and ceo of Krug.

Elsevier, a leading provider of scientific, technical and medical information products and services, has hit the road to promote its new online clinical information resource with the ClinicalKey Mobile Experience Tour. The tour is designed to introduce physicians to the service and teach them about how it will change the way they search for and access content. The tour launched on Sept. 18 and will make 23 scheduled stops before wrapping on Nov. 30. Interested hospital and medical libraries can also request a special stop directly from the Elsevier website. 

To promote the newest installment of the Tomb Raider video game franchise, and tap into the recent archery craze, publisher Square Enix and developer Crystal Dynamics deployed a 10-foot by 40-foot archery range at the 2012 New York Comic-Con from Oct. 11 to 14. The activation gives attendees an insider’s look at the art and science of archery, a key skill in the new Tomb Raider. The Tomb Raider Archery Experience was located in the high-traffic North Pavilion Walkway at the Jacob Javits Convention Center between the main Comic-Con show and Artist’s Alley.

To promote the new season of tattoo artist competition show “Ink Masters,” Spike TV is giving Brooklyn Nets basketball fans free team tattoos at five home games this fall at the new Barclays Center arena. The campaign kicked off on Oct. 6 at the Jay-Z concert at the new arena, and will activate at five more Nets games throughout November.