On June 4, Lifetime Network hit three locations in New York City with its “Makeovers on the Move,” tour—a glass box truck outfitted with makeover stations that provided free “diva” experiences including manicures, massages and a mini photo shoot for women (and some men) throughout the city. The tour promoted the June 6 premiere of the second season of the network’s “Drop Dead Diva” series.

To thank its customers and create new business relationships, FIJI water invited a select group of L.A. influencers to an intimate dining event it dubbed FIJI Water Presents a Dinner with the True Tastemakers of Los Angeles. The event was held at antique store Galerie Half on May 4 and the guest list included top chefs, fashion gurus, local politicians, FIJI executives, media (from Food & Wine magazine and the Los Angeles Times) and high-end brands like Lexus, Moet & Chandon, Grey Goose and Silver Oak Cellars, which co-sponsored the networking event.

Jockey is driving awareness for its Classics line of underwear (especially popular among men ages 40 to 60) through a six-week summer road trip that kicked off May 14. The touring vehicle is an Airstream trailer (used for storage and as an attraction) pulled by a ’60s era Ford Mustang. The brand uses a handheld camera (for an on-the-road unpolished effect) to collect video testimonials from consumers in front of the Airstream about memorable road trip destinations and offers attendees a chance to win a vintage Ford Mustang.

Based on the success of last year’s three-market tour, the WE tv network and Wedding Central network and online portal have expanded to 20 markets this year in order to bring the message to even more consumers that they are the premier sources for all things wedding. The tour kicked off on May 29 at the Mall in Columbia, in Columbia, MD, and will conclude in Durham, NC, Oct. 9.

Samsung Mobile on May 12 broke the Guinness World Record for the largest game of dodgeball. The athletic event, held at the 69th Regiment Armory in New York City, engaged 712 players, 262 more than the previous record held by San Diego State University. The game celebrated the recent launch of the Samsung Reality handset, a smartphone with multiple messaging options and easy access to popular social networking sites.