Sandra O’Loughlin

Rubbermaid Commercial Products in February rolled out the Built to Last mobile road show that over the next 12 to 24 months will visit large customer facilities, distributor locations and trade events throughout the U.S. and Canada. The interactive tour demonstrates the durability and ease of use of Rubbermaid’s commercial product line, which includes material handling products that are used in washrooms, waste recycling and janitorial-sanitation jobs in offices, schools, airports, construction sites and other locations.

The launch of Samsung’s newest phone, the Galaxy S 4, created crowds and fanfare at two concurrent events on March 14 in New York City. A public event took place in Times Square and a press-only event was held a few blocks away at Radio City Music Hall. (Agency: Barkley Kalpak, New York City.)

Cotton Incorporated returned to Miami’s South Beach to highlight cotton as a versatile fashion option with the second iteration of its 24-Hour Runway Show. This year’s show, which featured a different outfit every minute from 8 p.m. March 1 to 8 p.m. March 2, involved more social media engagement than the previous one. A post-event Shop the Runway component, in which consumers could purchase the apparel showcased on the runway, also was new.

We’ve all been there—harried from holiday shopping or stressed out from standing in long lines outside a store or movie theater. Yes, we could use a hand, a drink, a little hospitality. This past November, three brands answered these “need states” with guerrilla tactics that touched consumers and touted their wares. The result was a win-win for the brand and the bedraggled.

Lexus tapped into the glamour and excitement of pre-Oscar Hollywood by hosting a party at the Directors’ Guild of America in Los Angeles on Feb. 21 where it previewed two short films it produced in collaboration with Harvey Weinstein and The Weinstein Company.