Allstate is expanding its involvement in NASCAR’s Drive for Diversity effort. This is its third year supporting the program which seeks to develop minority and female drivers and crew members.  and this time around it plans to leverage its other NASCAR activities to support it.
 
Among the changes to the program? Allstate is sponsoring driver Jesus Hernandez in all seven of his NASCAR Grand National Division races. The Allstate No. 4 Ginn Racing Chevrolet debuted at the NGND East Series at Stafford Motor Speedway in Stafford Springs CT on June 8.
 

Shoppers at Taubman Centers will soon have a cool place to kick back. Sharp is bringing AQUOS Entertainment Lounges which will feature the high-definition TV from Sharp Electronics to 10 of Taubman’s centers. The partnership is Sharp’s first national alliance with a shopping center developer.
 
The lounges are an extension of a tour that Sharp brought to Taubman malls last year. The AQUOS Entertainment Lounge takes the concept to a new level becoming a more integrated part of the Taubman shopping experience.
 

Retailer L.L. Bean is taking the brand experience outside of its stores with plans to develop a 700-acre outdoor adventure center in Freeport ME about a mile from its flagship store. The company acknowledged preliminary plans after the Portland Press Herald obtained a confidential document to hotel development companies describing the project.
 
Plans call for a national recreation destination where visitors can hike bike fish or go kayaking as well as enjoy a meal and stay the night experiencing the L.L. Bean brand and its product offerings in an authentic setting.
 

Brand marketers build brand awareness—and goodwill—by sponsoring the actual event volunteers

Tips for making the most out of film festival sponsorships

The chance to sponsor a film festival can be a sparkly proposition for brands. Events such as the Cannes Film Festival Sundance Film Festival and the Tribeca Film Festival have evolved from intimate industry affairs to blowout experiences that are attracting more celebs more buzz and yes more brands.