Sonia Andresson-Nolasco

Last fall, Warner Bros. paired up its animated Scooby-Doo character with Dog Whisperer Cesar Millan to generate awareness for The National Family Pack Walk on Oct. 30 at Lake Balboa Park, Van Nuys, CA. The event offered attendees a day of family-friendly games, training and education on how to enhance the relationship between owners and their dogs.

Since History (formerly known as The History Channel) couldn’t take New Yorkers to a swamp in Louisiana, the network instead brought the swamp to life at New York City’s Chelsea Market to promote the third season of its series, “Swamp People.” The Swamp in the City activation converted a 5,600-square-foot space into a swamp filled with live alligators and turtles. The environment was complete with 6,500 gallons of water, live cypress trees and more than 1,000 live plants indigenous to Louisiana.

On Jan. 27 in Los Angeles, tea brand Lipton Brisk launched the Brisk Star Wars Road Tour in conjunction with digital and TV efforts to drive consumers to uncaptheapp.com to download its Brisksaber app, which allows consumers to use their fingers as light sabers in a battle between the light and dark sides. Consumers can fight either as Darth Maul (dark) or Yoda (light). Participants post their scores to Facebook, and in the coming weeks Darth Maul will address winners with personalized messages on a leader board.

On Jan. 8, Eastbay, an online and catalog retailer of athletic shoes, apparel and equipment, kicked off the 2012 leg of its Where Athletes Are Tour in a 70-foot semi-trailer traveling to schools and tournaments in Illinois and Wisconsin. The interactive retail space targets athletes of all ages, including athletic directors, coaches and parents of athletes.
 

On Jan. 20, vodka brand New Amsterdam kicked off its old school barbershop experience targeting millennial males at the opening night party at the Slamdance Film Festival in Park City, Utah. The 10-foot by 20-foot experience features a dark wood bar, shaving stations and a shoe shine chair. It will be traveling to various markets in the coming months.