Sandra O’Loughlin

Warner Bros. Consumer Products, Scooby Doo and Cesar Millan, of TV’s “The Dog Whisperer” fame, executed their second National Family Pack Walk, held on Sept. 29 in Washington, D.C. This year’s event was four times the size of last year’s inaugural pack walk and expanded nationally to reach more families. It attracted more than 10,000 pet owners and pets that completed a one-and-a-half mile course then participated in kid-friendly activities designed to support the Millan Foundation’s cause of helping abused and neglected dogs. 

To educate consumers about the taste, health and heritage of its tiny tart fruit, Ocean Spray on Oct. 16 and 17 returned to New York City with the “Big Apple Bog,” a 1,500-square-foot cranberry bog set up in Rockefeller Center. Product sampling, demonstrations and interactive activities, in addition to three cranberry grower-owners decked out in hip-waders and standing knee-deep in a ton of fresh, floating red berries, rounded out the experience.

Following on the success of last year’s Tastings and Tapas Tour, Freixenet in September launched a smaller, more eye-catching MINI Mobile tour that within its first five weeks has increased the sparkling wine brand’s fan base by 55 percent. The three-month integrated digital and event-driven campaign, which rolled out in Boston, consists of in-person and online experiences, weekly social media giveaways and a national sweepstakes to win a two-year lease of a new MINI Cooper.

Organic Valley’s American Cheese Revolution Tour, a mobile sampling tour to promote its new American Cheese Singles, is traveling to retailers, family-friendly events and community venues in major markets to promote its unprocessed, 100 percent organic cheese slices. Through a partnership with Healthy Child Healthy World, the six-week tour, which launched in August, also educates consumers on “real” versus processed food choices.

To drive awareness for The Cut, New York magazine’s fashion blog, the publication provided six SUVs to transport attendees at Fashion Week in New York City to and from downtown and uptown events.

Dubbed “The Cut Shuttle,” the wrapped, branded Cadillacs provided a stylish ride between the two major Fashion Week centers, Milk Studios and Lincoln Center, and served as a mobile billboard for The Cut, which in August re-launched as a standalone blog at thecut.com. The luxury fleet operated daily, Sept. 7 to 13, from noon to 8 p.m.