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Event Tours: History-NASCAR Partnership Promotes ‘Ice Road Truckers’

To drive tune-in to this season’s June 8 premiere of “Ice Road Truckers ” cable net History teamed up with NASCAR in a partnership that brought an Ice Road Trucker-themed experience to four track events this season. History also created a series of mini-documentaries that will air during episodes of the series.

To promote the second season of “Shear Genius ” cable net Bravo last month offered New Yorkers free blowouts by the show’s 12 contestants in a one-day Times Square pop-up hair salon. The first 100 guests in line for a blowout received a gift bag brimming with Nexxus hair products.

A key design element: 10 uniquely-themed salon chairs designed by art students at the New York School of Visual Arts.

Chrysler is partnering with theme park company Six Flags in an effort to give consumers one-on-one experiences with its Chrysler Jeep and Dodge vehicles. Chrysler will have a significant presence at 10 Six Flag theme parks this summer and will add more parks in 2009. Additionally Chrysler Jeep and Dodge vehicles will become the “official vehicles” of the parks.

Energy drink Jolt recently capitalized on the summer solstice—the longest day of the year—by airlifting cases of their product to sleep-deprived citizens of Barrow AK the northernmost U.S. city.  The beverage was distributed precisely at the solstice (approximately 8 p.m. on June 20)—which was exactly five weeks and six days after sunrise there with another five weeks and six days to go until nightfall.

The concert sponsorship activation model has become for the most part a rather formulaic platform. Hit folks in the parking lots set up near concession stands before the first set and serve up some branded love after the encore wraps up. Nuff said papi.