Event Marketer

With the second leg of a 34-city tour just underway Del Monte’s 9Lives brand is savoring the results from the first wave of the campaign. The brand’s Daily Essentials cat food line reported an eight percent boost in bagged food sales since starting the campaign plus a five percent spike in canned food sales a major jump for its category.
 

DaimlerChrysler’s Jeep leveraged its presenting sponsorship of a pro snowboarding competition in New York City last week by creating a structure that used a Jeep as a prop for part of the competition.
 
During one segment of the event which was Thursday at Union Square snowboarders descending the rail actually rode over a Jeep Wrangler Unlimited.
 

After learning that the biggest customer-facing benefit of its sponsorship is being phased out by the property Ford has terminated its sponsorship of Champ Car World Series racing effective immediately ending the company’s 15-year affiliation with open wheel racing as a sponsor and manufacturing partner.
 

As part of its first-ever sponsorship of the Grammy Awards Gap transformed the traditional green room—where artists prepare to take the stage—into the (Red) Room. During Sunday’s event Grammy performers and presenters could check out Gap’s (Red) line and learn more about (Product) Red the global initiative that’s donating a percentage of sales of (Red)-branded products to The Global Fund to fight AIDS. (In addition to Gap American Express Motorola and several other brands are part of the campaign.)
 

A Super Bowl-weekend contest in Miami letting high-energy consumers seeking to be recognized as their team’s biggest fan was the culmination of a series of events for Frito-Lay’s Doritos brand.