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Integrated Marketing: Dos Equis Leverages P.R. Use-Gen Content For Contest
A new brand awareness and relevance campaign for Dos Equis is aimed at finding a new assistant for a fictional character that the brand has dubbed the “Most Interesting Man in the World.” The effort comprises p.r. promotions user-generated content and branded TV entertainment.

A perfect getaway for most of us means sandy beaches and warm weather but for hockey players the ideal setting is frozen ponds and bitter cold temperatures. Canadian beer maker Labatt Blue has tapped into hockey players’—one of its core markets—passion for the game and beer by taking over an entire town in wintry Wisconsin and turning it into a hockey lover’s paradise.

Dodge is hitting the highway for its Grab Life tour which is making stops at large fairs festivals and other family-oriented events to create buzz for its Journey crossover vehicle and other Dodge vehicles. Dodge kicked off the interactive tour this month at the Memphis in May’s World Championship Barbecue Cooking Contest.

Events: Enviga Green Tea Connects With Active Men In Central Park
Coca-Cola-owned Enviga Green Tea partnered with Men’s Fitness magazine in May to help give average Joe’s a shot at athletic fame at the magazine’s first Ultimate Athlete event. Wollman Rink in Central Park was transformed into a mini sports stadium where men could compete in timed football tosses three-point shoots baseball pitches standing long jumps and other manly challenges for a chance to win a Hummer and a giant trophy.

On March 11 Sheraton kicked off its first-ever CBS Sports and NCAA sponsorship by launching what the brand hopes will become the world’s largest online wave—a website where consumers can upload videos of themselves throwing their arms up in the name of team spirit. (Check it out at sheratonwave.com). Viewers can sort and watch clips by school or watch the videos in succession as one giant wave. At press time 274 fans had submitted clips.