Kenneth Briodagh

2K Sports, the maker of the Major League Baseball 2K11 simulation-based video game, on baseball’s Opening Day launched the $1 Million Perfect Game Challenge, a contest in which gamers try to pitch a perfect game using the latest edition of the MLB 2K series. The launch event took place at the MLB FanCave in New York City where attendees, beginning at 12:01 p.m., could test their gaming skills at one of four pick-up-and-play PS3 kiosks.

Glenfiddich single malt scotch whisky, distilled by William Grant & Sons in the UK, has begun its Cask of Dreams campaign, a new live and online program designed to help fans pursue their dreams. The program, which kicked off April 5 in Los Angeles, consists of a mobile tour to 12 major U.S. markets throughout the month of April with Scotch whisky experts and official Glenfiddich brand ambassadors Heather Greene, Freddy May and Mitch Bechard.

Jim Beam this summer is lending its support to 10 music artists as part of the Jim Beam Music Series, an 11-stop tour in partnership with Kid Rock. The program kicked off at the South by Southwest Music festival last month in Austin, and wraps at the PNC Banks Arts Center in New Jersey with the band O.A.R. on July 9.

 The Dr Pepper Snapple Group rolled up on New York City’s Madison Square Garden and in front of partner MTV’s studio in Times Square last week in a custom painted 1968 El Camino to promote the citrus soda Sun Drop, which is one of the fastest-growing in the country and already a favorite in the southeastern states. The El Camino was a striking eye-catcher designed to draw in passersby, and doubled as a clever ice chest for the samples.