To introduce Canadian kids and their parents to its new Color Shifters line of diecast cars, Mattel’s Hot Wheels brand created a life-sized color shifting Ford Mustang, which it will show off in 50 markets this summer.

As part of a three-year sponsorship contract with the AVP, vitamin, mineral and bodybuilding supplement provider Twinlab has created a three-part experience at this summer’s AVP Nivea Pro Beach Volleyball Tournament that runs through September. One of Twinlab’s objectives is to have consumers try its product after an intense workout. 

The California Milk Processor Board this summer is supplementing a year-long ad campaign called Mootopia with experiential lounges that are traveling throughout the state to surf and volleyball competitions, state fairs, outdoor malls and other high-traffic areas.

To generate content for its Facebook page and give consumers a reason to go visit it, candy brand Mentos (a.k.a. The Freshmaker) set loose a street team on the streets of Minneapolis for four weeks (June 7 to July 9) this summer. Dubbed the Mentos Instigators or Super Fans, depending on the event, the team of four wore branded t-shirts or other fun outfits, including superhero costumes when acting as Super Fans at Minnesota Twins baseball games.

Oxygen Media on July 10 wrapped up its second Dance Your Ass Off tour in Orlando, FL, a five-city marketing program to promote the second season of the network’s signature “Dance Your Ass Off” dance competition series. This year’s tour included a new charity component in which attendees pledged on the tour and online at oxygen.com to dance off a total of a million calories to benefit local chapters of the American Heart Association. The network also made donations to AHA chapters at each of the five stops.