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Early Times leveraged its sponsorship of the Kentucky Derby this year by creating what the company claims is the World’s Largest Mint Julep a six-foot tall glass filled with the traditional drink of the Derby ornamented with a sprig of mint and an Early Times branded stirring stick.

The brand commissioned Indiana-based Weber Group to create the giant glass which took about four weeks to manufacture. It was not only attention grabbing but functional too serving as a pouring station. From its base attendees could fill glasses with the tasty mix.

Sony Computer Entertainment America leveraged its first-ever sponsorship of The Bamboozle Festival—a two-day alternative music festival at the Meadowlands Sports Complex in East Rutherford NJ—this weekend with a variety of activations surrounding its PlayStation brand.

“The consumer there is very young creative and forward-thinking ” Donna Armentor senior manager-lifestyle alliances and consumer events at PlayStation told Buzz. “It’s a great match for the PlayStation brand.”

7-Eleven and Activision have partnered with Coca-Cola and Microsoft in a marketing blitz to promote the new Full Throttle Frozen Blast Slurpee drink and to generate interest for Activision’s new game Guitar Hero: Aerosmith which will hit retailers in June. The integrated program includes online and radio contests grassroots events and traveling street teams all designed to reach music loving videogaming techno-savvy 18-34-year-old guys.

A&E is promoting its upcoming miniseries “The Andromeda Strain ” based on Michael Crichton’s 1969 bestseller about extraterrestrial germs run amok by enticing consumers into a custom-made “decontamination” chamber. The space-age chamber features a  two-and-a-half minute trailer of the six-hour film which will air on the network in two parts over Memorial Day weekend.

WITH VIRAL MARKETING top of mind cool green-screen programs can create the buzz brands are looking for online. One way a brand can get consumers excited about engaging with its green-screen activation is by creating video opportunities worthy of a YouTube click. EM takes a look at video green screens and how they’re upping interactivity between brand and consumer.