Jeep this summer is hitting 16 markets with a series of ride and drive events that give consumers a chance to test their limits on steep off-road driving courses. The Rocks and Road tour is a full-day experience that is visiting air shows, festivals and state fairs until October to show off the brand’s new 2011 vehicle lineup. Taking center stage is the 2011 Grand Cherokee, which features a plethora of new hi-tech features to make highway driving safer and more fun, while taking off-road capabilities to the next level.

On July 31, Sears organized a flash mob at Chicago’s Navy Pier to drive consumer interest in its Sears Chef Challenge cooking competition, a series of events held at the brand’s Kenmore Live Studio pop-up shop. The competition awards the winners of each round with various prizes, including kitchen appliances and a donation to the charity of their choice. The surprise dance routine took place in Gateway Park and inspired passersby to shoot videos and photos that, once posted online, extended the reach of the event.

The Hershey Company this summer hit the road with the Twizzlers Irresistible Summer Road Trip, a cross-country effort to promote its newest flavor, Twizzlers Sweet & Sour Filled Twists. The eight-market tour, which launched July 26 in Chicago and ends Sept. 19 in St. Louis, is traveling to family festivals, sporting events and beaches where it distributes samples and engages consumers with music, games and prizes. It also ties in with events sponsored by radio stations when possible. 

Oracle’s new Java Road Trip hit the road on June 17 and will stop in 17 U.S. cities where it will visit with its loyal Java User Groups, or JUGs, and let them know that they are a welcome addition to the “Oracle family” since the Sun Microsystems acquisition late last year. The Road Trip consists of a tour bus loaded with fun activities, food, Java programming experts and ice cold drinks. It is expected to conclude in September.

At this summer’s Lollapalooza music festival, long-time sponsor adidas boosted its visibility by propping a 16-foot by 30-foot branded shoebox constructed out of shipping containers next to the stage it sponsored. The activation was live in Chicago’s Grant Park from Aug. 6 to 8, and is part of an integrated campaign for the launch of its new product MEGA, a shoe that combines some of the best features from the brand’s past shoes and “supersizes” them into one product.