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The Macy’s Thanksgiving Day Parade is seen live by three million people in New York City and tens of millions more on TV each year. But the retailer just launched a mobile marketing initiative that for the first time will give people outside of the Big Apple a chance to interact with elements of the iconic event.
 

More than 15 000 people—double the brand’s initial expectations—have registered for an online promotion around Hampton ’s sponsorship of the National Black Family Reunion at the National Mall in Washington DC.
 

Lincoln is giving prospects the chance to test-drive four new vehicles—and get tips for creating gourmet meals—with a 10-market tour.
 
The Savor the Dream tour is hitting fairs festivals and public spaces with a 100-foot-by-100-foot footprint. In addition to taking test drives guests can check out a culinary pavilion where celebrity and local chefs prepare gourmet meals and offer cooking tips. “We wanted to provide them with something they can’t necessarily go out and see on their own ” Thomais Zaremba Lincoln’s truck and SUV communications manager told Buzz.
 

In lieu of the standard author’s book tour Scholastic is taking a themed environment on the road to celebrate the release of the latest installment of the popular Captain Underpants children’s book series. The tour hits bookstores schools libraries and book fairs through the end of October.
 

General Motors was pleased enough with Cadillac’s year-old sponsorship of the Phipps   Plaza shopping mall in Atlanta that it renewed that deal and added a new one—this time aligning Cadillac Hummer and Saab with the Town Center at Boca Raton.