Sandra O’Loughlin

To drive trial of its feminine care products, U by Kotex throughout August is engaging girls before performances at American Idol and Bruno Mars concerts via a series of interactive on-screen questions. Called “U Decide” moments, the activation consists of five 30-second spots that ask fun, lifestyle questions such as, “What would you not let anyone decide for you?” The girls respond via Twitter and Instagram on their mobile devices and tweet to receive a free sample.

In the spirit of that summertime family ritual, the road trip, Toyota in July packed up its line-up of cars and headed out to fairs, festivals and family-friendly events through October. Dubbed “Let’s Go Places,” which is presented by the 2014 Corolla, the tour also showcases the Camry, RAV4, Prius V and the SpongeBob 2014 Toyota Highlander under a huge black tent filled with product specialists, informative signage and fun activities.

The Atlantic City Alliance is sponsoring the Live from AC roadshow, a two-story pop-up that brings the New Jersey city to life through six interactive environments that showcase its hotels, nightlife, restaurants and more. Part of an integrated campaign to raise awareness called “Do AC” that incorporates advertising, social media and pr, the roadshow will hit three key markets within driving distance of Atlantic City—Baltimore, Philadelphia and New York City.

In year one of a three-year partnership as the exclusive beer provider at Chicago’s Pitchfork Music Festival, craft brewer Goose Island served up exclusive beers and a fun environment for tasting them. The festival, which took place July 19 to 21 in Union Park, attracts fans of up-and-coming musicians and headliners such as Bjork and MIA and provides a natural fit for niche brands such as Goose Island, which was acquired in 2011 by AB/InBev.

Pilot Pen has launched a mobile tour to get its new FriXion (pronounced like “friction”) Clicker, a gel ink pen that erases without leaving smudges, into the hands of consumers. The tour, called “On the Road to Mistake-Free Writing,” launched on July 9 and will travel to 100 Walmarts and Office Depot stores across the U.S. until Oct. 1.