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Canon Allstate and Alltel are no rookies when it comes to football sponsorships so this year they’re kicking off a new season with updated activation elements that put fans in control.

Canon’s Contests Connect Fans And Photographers
Allstate Tailgates To Boost Local Ties
Alltel Gives Friends And Fans A Shot At MVP

Qwest is hoping to attract consumers to its presence at Omaha’s Ak-Sar-Ben’s River City Roundup this weekend with the help of an unlikely talent—a mathematical mastermind.

Scott Flansburg—a.k.a. the Fastest Human Calculator—will be on site with Qwest to show off his stuff to event attendees namely calculating complex math problems in his head faster than a real calculator. The tie-in with Qwest? He’ll also be able to talk numbers with potential Qwest customers.

A group of consumers who won the chance to travel the world courtesy of Smirnoff recently reached their first destination: Moscow the birthplace of Vladimir Smirnoff founder of the premium vodka brand. From there the party-hardy group will travel to Shanghai in January 2008 Paris in May 2008 and wrap up their journeys in New York City next September.

Sony Electronics has just embarked on a five-month event push focused on Hispanic consumers in and around Los Angeles. The manufacturer is setting up a branded environment in parking lots of key retailers—both big chains and independents—and at community events primarily on weekends through March.
 

Diageo’s Baileys Original Irish Cream brand has taken title sponsorship of R&B artist John Legend’s upcoming tour which kicks off in Atlantic City on Friday. The brand is activating on site with the Get Together Lounge where consumers can sample the product pre-show. The brand will pour Baileys “Legend” Martinis made with the liqueur.
 
“His music is smooth and sophisticated and unique which is very similar to the tone of what the brand is all about ” Alefiyah Merchant Baileys brand manager told Buzz.