On Oct. 21, Trident Layers gum stormed New York City’s Times Square to celebrate the launch of its newest flavor, Cool Mint + Melon Fresco, by offering consumers the chance to pay for a ride in a cab, to any destination in Manhattan, with a pack of Layers gum. The stunt is designed to help reinforce the brand’s national ad campaign theme, “It’s so good you’ll want to get paid in it.”

Determining how long a live engagement should be is an important strategic consideration for event marketers. Often the debate boils down to a simple equation of quality versus quantity. When it comes to the youth market, however, more and more brands are taking the latter path and finding that it makes all the difference.

From Oct. 19 to 21, ION Television reinforced its position as the fastest growing network on television by visiting its top eight New York City advertising agencies in a Greenhouse on Wheels. The mobile vehicle was part of the network’s ongoing Positively Entertaining campaign, which kicked off in 2008 when it re-launched the ION brand as ION Television.

Pop-Tarts through December is bringing its iconic toaster pastries to life in a 3,000-square-foot pop-up shop located on 42nd Street in Times Square. Inside Pop-Tarts World, consumers can choose from more than 50 Pop-Tarts flavors and experience offbeat menu options like Pop-Tarts Sushi (minced flavors rolled up in a fruit wrap), and engage in other fun activities like the 16-foot Varietizer, a vending machine that allows consumers to pick up to six Pop-Tarts flavors that are served to them in a suction cup.

After receiving so much feedback from Pop-Tarts fans on Facebook, Kellogg’s decided to open up Pop-Tarts World in Times Square this summer with a tentative end of December closing. The pop-up features a variety of fun engagements, including a café and custom t-shirts.