To support the launch of its HEROICA board game platform, LEGO this past October unleashed 300 brand ambassadors simultaneously to 300 locations where kids often gather on a Saturday afternoon—Toys”R”Us. The goal was to raise awareness and get LEGO’s target of six- to 12-year-old boys to play the game, which hit retail shelves in June, and encourage their moms to buy it. But the real game play took place three weeks before in the scramble to find 300 suitable brand representatives and 30 regional field managers to handle the one-day event.

Sundance Channel from January 20 to 27 rolled out its largest multimedia experience to date at the 2012 Sundance Film Festival in Park City, Utah. Dubbed “Sundance Channel HQ,” the experience offered on-air, on-site and online activities for festival attendees and at-home fans.

It’s not easy to teach old dogs new tricks, but at 135-year-old construction company Ballast Nedam, they were willing students. The Netherlands-based company has been making a transition over the past five years from being solely a contractor to a company that is responsible for the complete construction process with an emphasis on sustainable innovation.

Grand Marnier in February launched an on-premise sampling event and sweepstakes to raise awareness and encourage trial of its brand. The program runs through the end of March.

Sampling events, which launched in February, are taking place in restaurants and bars in major cities and college towns where on-premise brand ambassadors, dubbed “The Reds” for the color of the wigs and attire they are wearing, distribute the samples as well as t-shirts and other promotional prizes.

Throughout the month of February, luxury automaker Bentley Motors took over Kuusamo, in the province of Oulo, Finland, where it has created its Power on Ice winter driving adventure, set to conclude on Feb. 26. The lucky few who put up the 8,000 to 10,000 Euros that was the price of admission got behind the wheel of either the 6.0 liter 567 horsepower Continental GT coupe or the 621 horsepower Continental Supersports coupe on one of the world’s most challenging test tracks—a frozen lake.