Anna Huddleston

Candy brand Tic Tac took advantage of the excitement surrounding the Emmy Awards on Aug. 30 to be the lead sponsor of a Luxury Gift Lounge at the SLS Beverly Hills Hotel two days prior to the show. Organized by Los Angeles-based GBK Productions, the gift lounge invited media and celebrities to interact with brands like Revitalash, MegaFood and Sega and learn more about participating charities.

This summer, skateboarding toy brand Tech Deck took its line of fingerboards to Europe as a sponsor of the Tony Hawk and Friends tour. The sponsorship activation was designed to build brand equity and get kids excited about fingerboarding—a game where players use their fingers on a miniature toy skateboard to perform tricks similar to what professional skateboarders do in competition. To keep the worldwide momentum building, the brand is hitting the U.S. with eight stops from Sept.

Brita this month is handing out reusable water bottles and coupons on eight college campuses to drive students to local stores to purchase one of its signature water pitchers. The program kicked off on Aug. 20 and runs through September at the Evergreen State College in Olympia, WA, George Washington University in Washington D.C., Gonzaga University in Spokane, WA, Pennsylvania State University, University of Arkansas-Fayetteville, University of California-Berkeley, Washington University in St. Louis and Wesleyan University in Middletown, CT.

To drive excitement and leads for the North American launch of the 2011 Ford Fiesta, Ford has launched a multi-tiered program of events in four Northeast markets—New England, Philadelphia, the New York/Tri-state area and Washington, D.C. The Fiesta Northeast tour, which launched in June and runs through the end of October, follows on the heels of the Fiesta Movement, the award-winning national campaign that put 100 agents behind the wheel of their own Fiesta for six months and had them document the experience on their social networks.

Intimate apparel brand Hanes on August 5 held an afternoon press event to introduce fashion editors, stylists and influencers to its newest women’s products—a line of comfortable, bras, panties, tanks and T-shirts in bright colors. In keeping with the “comfort” theme, the event took place at trendy Nikki Beach Midtown, in New York City, a spot where sophisticated Manhattanites have been known to kick back and relax. Hanes repeated the event later in the day for a second audience comprised of social media influencers and bloggers.