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Sony Electronics has just embarked on a five-month event push focused on Hispanic consumers in and around Los Angeles. The manufacturer is setting up a branded environment in parking lots of key retailers—both big chains and independents—and at community events primarily on weekends through March.
 

DaimlerChrysler’s Chrysler brand is introducing its new Aspen SUV to black consumers with title sponsorship of Patti LaBelle’s current tour. “It gives us a chance to do something demographically targeted as opposed to a big general-market campaign ” David Rooney the brand’s director-marketing told Buzz.
 

 Petco Animal Supplies is driving traffic to eight of its Colorado stores by inviting consumers to enter their pets in competitions for Petco gift cards.
 

It’s known for its beach-themed TV spots but Corona’s latest sponsorship gives the brand an entrée into skiing. The Modelo Brands brew recently signed a three-year sponsorship with Warren Miller Entertainment aligning Corona with WME’s annual screenings of extreme skiing documentaries. This year’s 19-date 11-city tour around the movie “Off the Grid ” kicked off in late October and wraps Dec. 7 in Long Beach CA.
 

Seeking a nontraditional way to introduce Lexus to a new generation of buyers—and reintroduce the marque to drivers whose perceptions of the brand might not be up to date—the luxury division of Toyota Motor Sales has assembled its own touring art exhibition dubbed The 460 Degrees Gallery.