Bicycle and motorsports equipment manufacturer Bell Helmets this spring is reaching out to non-endemic consumers to promote a new type of motorcycle helmet, the Rogue, by partnering with celebrity tattoo artist Corey Miller for its Go Rogue campaign. Miller, star of TLC series “L.A. Ink” and an avid biker, is helping the brand reach out to the tattoo community, of course, but also a wider base of consumers who are fans of his, but not necessarily familiar with Bell.

The 102-year-old Hallmark brand is a $4.1 billion business reminder that our e-society still values a meaningful message delivered in a physical form, be it a greeting card, plush toy or figurine. But like most (if not all) 21st century companies, Hallmark is busy forging a new path into the future, leveraging digital strategies to enhance the experiences consumers have with its products.

HISTORY in March launched a mobile “Count the Cars Tour” to promote the April 9 season two premiere of “Counting Cars,” its car restoration show. The centerpiece of the tour was a 1966 Cadillac Coupe de Ville that had been restored by the show’s star, Danny “The Count” Koker, and filled with thousands of miniature die-cast cars. Fans could win the Caddy by guessing the number of tiny cars inside.

EM fled the winter chill and hit the beaches for Spring Break in South Padre Island, Texas and Panama City Beach, Florida. And we even managed to avoid breaking a hip.

EM editors Rachel Kirkpatrick and Kenneth Briodagh kissed the frigid Northeast goodbye and embedded themselves for a few days of sun, surf and sponsored activations at two of the country’s top spring break destinations. Despite being a little overdressed and, let’s face it, a lot over age, the duo hit the scenes like a couple of college kids fresh off midterms. What follows are their full reports on the best marketing programs on the beach.