Event Marketer

Early Times leveraged its sponsorship of the Kentucky Derby this year by creating what the company claims is the World’s Largest Mint Julep a six-foot tall glass filled with the traditional drink of the Derby ornamented with a sprig of mint and an Early Times branded stirring stick.

The brand commissioned Indiana-based Weber Group to create the giant glass which took about four weeks to manufacture. It was not only attention grabbing but functional too serving as a pouring station. From its base attendees could fill glasses with the tasty mix.

A&E is promoting its upcoming miniseries “The Andromeda Strain ” based on Michael Crichton’s 1969 bestseller about extraterrestrial germs run amok by enticing consumers into a custom-made “decontamination” chamber. The space-age chamber features a  two-and-a-half minute trailer of the six-hour film which will air on the network in two parts over Memorial Day weekend.

Wells Fargo Home Mortgage a division of Wells Fargo Bank last month reached thousands of real estate professionals in 29 markets via a live simulcast held in 50 multiplex movie theaters. The simulcast launched the company’s 2008 outreach to consumers and focused on first-time home buyers low- to moderate-income and multicultural consumers with key messages about the housing market and challenges consumers are experiencing.

To drive trial and sales of its new Bagel-fuls product line—bagel sticks filled with Philadelphia cream cheese—Kraft is taking the tasting campaign on the road. The nationwide sampling tour kicked off April 9 at a Times Square bagel shop that was re-branded Bagel-fuls Café where Joy Behar comedian and co-host of ABC’s “The View ” joined brand reps to distribute warm Bagel-fuls to morning commuters. Street teams hit Times Square and other busy New York City hubs to offer free samples as well.

Coffee company illy is connecting with consumers this month through an innovative pop-up space on display in New York City.

The Push Button House designed by artist/architect Adam Kalkin is built within an industrial shipping container. Within minutes—and at the push of a button—the shipping container can open out onto a five-room home with kitchen dining room bedroom living room and library.