Rachel Boucher

SVEDKA Vodka samples a 30-year-old Coney Island, Brooklyn, NY, tradition

Ice cream trucks are synonymous with summer, but for the second season in a row residents in New York City’s five boroughs are being visited by a different type of truck: one that doles out healthy snack alternatives. The nonprofit Food Bank For New York City piloted a food truck program last summer, and after seeing its success, launched it again this year with updated messaging and an extensive social marketing component to support it.

SVEDKA activated a sampling "cube experience" along the route of the Mermaid Parade, a 30-year tradition that kicks off the summer season.

Ben & Jerry’s is on the road again, but this year the brand’s sampling tour has a new component—a campaign called City Churn. Fans are encouraged to vote on Twitter for a limited-batch flavor that will be made from locally sourced ingredients in 11 tour markets located on the East and West coasts. Unveiling pop-up parties are then hosted two weeks later alongside local ingredient partners where consumers can test out the result. The tour began in April in Miami and San Diego and wraps up in September in Boston and Seattle.

There’s no better way to win the hearts of wannabe professional baseball players than to create the experience of the best kind of field action there is— pitching, stealing bases and catching fly balls. At this year’s MLB FanFest, Under Armour offered just that, and the opportunity to share all the fun with friends.