Rachel Boucher

To promote its television broadcast of “VH1 Divas,” a showcase of today’s top pop singers, the VH1 channel on the afternoon of Dec. 16 sent out a group of carolers to roam the streets of Manhattan to perform songs a capella for passersby in a guerrilla-style effort to get people to tune in. Nevermind the traditional garb or old-time carols, however, as these were no ordinary carolers—they were “diva” carolers decked out in pink and glitz.

Vans in the New Year is launching for a fourth season its Vans Custom Culture contest, a program that simultaneously honors the brand’s heritage as a shoe maker that promotes personal expression among its wearers, while getting thousands of consumers in its target market to create buzz around the product.

To encourage brand affinity and to provide an exclusive experience for its drinkers, single malt scotch whisky-maker The Macallan hosted free private tasting shows for consumers over four nights, Nov. 27 through Nov. 30, at The Altman Building in New York City. Each session of the Raise The Macallan event included about 250 consumers who registered or had attended the circa-1824 brand’s previous events. A select group of hyper-engaged consumers were invited to be VIP guests with access to the brand ambassador, fine hors d’oeuvres and a dram from a 12-year sherry cask.

To capture new audiences as well as get current viewers excited for the launch of season two of its hit series “Doomsday Preppers,” the National Geographic Channel activated an end of days-themed bunker experience at NASCAR races in Phoenix on Nov. 11, and Miami on Nov. 18.

There's nothing like the taste of home, and Bulla Creamy Classics, the ice cream line of the 102-year-old Australian brand Bulla Dairy Foods, is reminding Aussies of that this holiday season with its new campaign, Bring ‘Em Home. Central to the campaign is a contest where Aussie expats, backpackers and the like can enter to win a free trip home this summer (that’s February, for Aussies) by uploading a 30-second video message to Facebook describing what they are missing Down Under.