Event Marketer

Events: Enviga Green Tea Connects With Active Men In Central Park
Coca-Cola-owned Enviga Green Tea partnered with Men’s Fitness magazine in May to help give average Joe’s a shot at athletic fame at the magazine’s first Ultimate Athlete event. Wollman Rink in Central Park was transformed into a mini sports stadium where men could compete in timed football tosses three-point shoots baseball pitches standing long jumps and other manly challenges for a chance to win a Hummer and a giant trophy.

On March 11 Sheraton kicked off its first-ever CBS Sports and NCAA sponsorship by launching what the brand hopes will become the world’s largest online wave—a website where consumers can upload videos of themselves throwing their arms up in the name of team spirit. (Check it out at sheratonwave.com). Viewers can sort and watch clips by school or watch the videos in succession as one giant wave. At press time 274 fans had submitted clips.

Tying into election year buzz Denny’s is targeting consumers who love breakfast through an integrated promotion. The effort which includes TV ads in-store online and guerrilla components centers on a website vote4real.com where consumers can vote for real breakfast—made from ingredients cooked to order in Denny’s restaurants—versus the so-called “fake” meals offered by competitors.

In an effort to reach younger drivers—and to hype the new youth-oriented Soul hatchback—Kia Motors America for the first time is sponsoring this year’s Vans Warped Tour.

“This allows us to really actively engage a younger audience ” Kathryn Cima sponsorship and promotions manager for Kia told Buzz. “We’ll be able to create a really well-rounded program.”

As part of its ongoing education initiative—Bright Smiles Bright Futures—Colgate-Palmolive debuted the Bright Smiles Comedy Showcase earlier this month featuring an original skit performed by the LaughingStock Comedy Company and hosted by actress Nikki Blonsky at an elementary school in San Francisco. Colgate-Palmolive bused in children from other area schools. The next comedy show is scheduled for October in Phoenix.