GMC, the official vehicle of the NFL, has boosted its year-two sponsorship of the Monday Night Football Tour with more fan-friendly experiences, test drives and community projects that promote its line-up of cars. The tour takes place in high-end malls on Saturdays and Sundays before the Monday night game, followed by events held at Boys and Girls Clubs on game day and playground builds with the United Way on Tuesdays.

High-tech brands are known for innovation. But behind the scenes at Cisco’s biggest annual user event, CiscoLive!, technology played an entirely different role—as a strategic partner.

Smirnoff once again is leveraging the power of Facebook to reach revelers around the globe through its Nightlife Exchange Project. And to shake things up a bit, this year it is introducing Madonna into the mix. Last year’s inaugural effort had Smirnoff’s Facebook fans sharing their nightlife faves, from music, to fashion, to venues, to food and, of course, cocktails. They submitted more than 33,000 ideas to facebook.com/smirnoff, and the best of them came to life at 14 events around the globe on one night—Nov.

When McDonald’s launched its “I Am Asian” campaign nearly eight years ago with the Asian and Pacific Islander-targeted website i-am-asian.com, the program attempted to bridge American life with Asian culture by peppering the site with history, testimonials and activities that would inspire the demographic to pursue their passions and dreams with McDonald’s support through scholarships and local events.

The brand best known for its Puerto Rican rum has never had a spiced rum offering… until now. As its first entry to the spiced rum category, which has been dominated by a well-known pirate brand for years, Bacardi OakHeart set out to create a spirit that rum drinkers would love, liquor snobs would appreciate and everyone could drink straight or mix with cola.