Event Marketer

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.

Coke Zero hired four NCAA fans to blog about March Madness for three weeks as part of its Coke Zero Ultimate Dream Job contest. The four fans were selected from a number of nationwide entries and have been relocated to San Antonio by Coke Zero where they’ll catch all of the NCAA Men’s Final Four action and blog about it.

“We’re drawing attention to the brand and why it’s so great. This was another way to activate the Internet ” Susan Stribling director-communications at Coca-Cola North America told Buzz.

For one of the world’s premier automotive companies it’s never about the hard sell. “What can I do to get you into this car today?” is a question that’s never asked. Rather the ethos of BMW has always been about connecting with buyers where they live letting them fall in love with the brand by driving the product—and then stepping out of the equation confident that the target will come back on their own terms. And as every marketer knows: when they do they’re yours for life.

Stunts: HSBC Brings The Wimbledon Love To U.S. For First Time

On June 19 HSBC celebrated its role as the category sponsor of Wimbledon by activating on the sponsorship for the first time in the U.S. The bank staged tennis matches on mini courts set up outside HSBC branches near Lincoln Center Columbus Circle on Madison Avenue and at the bank’s headquarters on Fifth Avenue. Fans and customers could jump onto the court for a chance to play with former tennis champ Jim Courier and nine-time Grand Slam champion Monica Seles.