YOU'VE PROCURED THOUSANDS  of samples trained brand ambassadors and are ready to hit the ground running. But even the most interesting and well thought-out sampling campaign can fall flat if your brand is hit with hefty fines from local municipalities and ushered out of the city limits before the fun even begins.

Ice cream brand Ben & Jerry’s kicked off a new joint partnership with the Lennon Estate and nonprofit organization Peace One Day by restaging the Bed-In For Peace event famously created 39 years ago by John Lennon and Yoko Ono. At the publicity event held at the Ben & Jerry’s Scoop Shop in New York City’s Times Square members of the media were invited onboard a 31-foot peace-sign emblazoned mobile vehicle and into a glass-encased room where they could sit on a bed reminiscent of Lennon and Ono’s and conduct interviews (Agency: TBA Global New York City).

IN THE WORLD OF outdoor event setups tents may be the established superstar but domes are the up and coming indie starlet. What makes them so attractive? They’ve got range able to play a variety of roles in all kinds of programs. They offer a design aesthetic and a flexible layout that tents and mobile vehicles often can’t. And although set up can be a challenge—especially with larger domes that can weigh upwards of a ton—the benefits usually outweigh the downsides.

MANY BRANDS rely on their biggest sponsorship properties as once-a-year platforms for launching new products making big announcements and getting face time with customers. But few take full advantage of all the ways a title sponsorship can carry their brand’s momentum throughout the rest of the year.

IN A WORLD of cans and bottles the silvery Capri Sun pouch has stood the test of time. Playing on its California cool image the brand treated 12 cities this summer to a giant skate park and other action-packed activities during its Respect the Pouch Tour. The goal: to tell kids Capri Sun is cool and that it comes in a variety of flavors as well as educate moms that it contains 25 percent less sugar than other juice brands.