POM Tea is on the road now through September to promote its new 16 oz. bottle with the message “antioxidants on the go.”  Positioning itself as a healthier beverage POM Tea is targeting health-conscious younger consumers on the east and west coasts. Focusing the tour to two regions helps reach POM’s goal to reduce carbon emissions and cut gas costs. To reinforce its eco-friendly image POM opted for a sprinter van for transport instead of a large truck and gets around on Vespa scooters once on site.

Rob Cross an associate professor in the management department of University of Virginia's McIntire School of Commerce and co-author of the book The Hidden Power of Social Networks says “Traditionally the tools for finding key opinion leaders is like a shotgun and not a rifle ” he says. “It’s generally gotten you in the neighborhood of people that are potentially loud and talk a lot. But not necessarily those that influence others.”

When brands make a major investment in creating and executing a pop-up the focus is often on
awareness—creating impressions and buzz and changing perception of the
brand by casting it in a new and inventive light.

But just because a pop-up is more about making a splash doesn’t mean that brands should
totally forget about moving that needle. Smart marketers are finding
ways to drive consumers back to the product even after they leave the
pop-up.

Mobile marketers are going green as quickly as they can retrofitting and updating their tours to reduce carbon footprints and utilize biodiesel and hybrid fuel technologies. But what about the mobile vehicles that still—for now anyway—use good old gasoline to criss-cross the country? UPS made news last year when it revealed that the brand’s delivery trucks only make right turns on their routes saving the company $600 million every year. If nixing left turns can save millions we wondered what other tricks do mobile marketers have up their sleeves?

Capitalizing on the swap meet trend (where friends and peers meet up to exchange clothes and accessories) Teen Vogue earlier this month held a Style Swap for 500 of its young readers. The Style Swap held at The Metropolitan Pavilion in New York City was so successful the magazine plans to hold additional swap meets across the country as part of an annual event.