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Buzz Builders: MTV Promos Show With Pink-Clad Impersonators
To drive buzz for MTV’s new reality show “Legally Blonde The Musical: The Search For Elle Woods ” the brand had 50 Elle Woods impersonators hitting New York City landmarks singing hits from the Broadway musical during a two-day stunt.

“One of the main reasons for the stunt was to get to the core Elle Woods audience but also to reach passersby and get the attention of the press ” Damon Burrell vp-marketing at MTV told Buzz.

Promos: MTV Goes Inside Gyms To Drive Awareness For Movie Awards
To get gym-goers psyched about the recent MTV Movie Awards the brand partnered with Town Sports International fitness centers to brand a special class focused on getting participants red carpet ready.

Event Tours: Mondavi Takes Revamped Program On The Road
Inspired by the success of its Crush in the City tour last year Robert Mondavi wines is taking its offerings on the road again this year with a revamped tour. Dubbed Discover Wine with Robert Mondavi this year’s tour has expanded beyond the Robert Mondavi Private Selection (last year’s focus) to include the Robert Mondavi Winery portfolios.

At Chicago’s Lollapalooza music festival held in Grant Park Aug. 1-3 title sponsor AT&T activated with an interactive experience showcasing its products and was the wireless sponsor of Mindfield an area designed to enhance the concert experience with interactive games and activities.

To drive ratings and awareness of its first-ever broadcasts of the UEFA Euro 2008 soccer championships (an international tournament with no U.S. team competing) ESPN reached out to European fans living in the U.S. by speaking their native tongue. The four-week street campaign hit European enclaves and neighborhoods in Chicago New York City and San Francisco.