Event Marketer

UPS has signed a multiyear deal to sponsor NASCAR driver David Ragan. Ragan will race the No. 6 UPS Ford Fusion next year in the Sprint Cup Series.

Both Ragan and Roush Fenway Racing (the team Ragan drives for) will be supported by UPS with a variety of new marketing advertising and hospitality programs.

To connect with Minnesota Vikings fans Qwest Communications on Sept. 21 set up the Qwest High Speed Challenge in an area outside the Metrodome where the Vikings have an interactive experience open to the public before each game. The tie in: Qwest linked its fiber-optic fast Internet service to the local sports hero’s speed to connect with a core market. Fans were challenged with topping all-pro running back Adrian Peterson’s 4.4-second 40-yard dash record time.

Japanese clothier Uniqlo set up shop in the heart of Times Square on Nov. 18 to introduce its Heat Tech thermal underwear line to the U.S.  From 10 a.m. to 1 p.m. New York’s huddled masses were invited to jump into a queue for a chance to receive a free pair of the brand’s signature lightweight thermal long johns or long-sleeved t-shirts. 

Starburst this month is concluding a national tour designed to drive trial and purchases of its new Gummiburst liquid-filled gummies. The tour which debuted this fall and ends on Dec. 11 hit almost 30 college campuses across the country sampling gummies and engaging students with the chance to hop on stage and play in a virtual garage band—including drums guitar and bass—via a Microsoft Xbox console and four large plasma screens.

Now in its second year on the road the NBA on ESPN RV Tour will double its reach from 20 games to 40 games to promote ESPN and ABC’s expanded coverage of the NBA season. Games are broadcast on Wednesday and Friday on ESPN and starting in January on ABC on Sundays.