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Macy’s department store offered fans of the New York City’s iconic parade unique content downloads via Bluetooth and wi-fi to deepen the experience and build excitement around the big event.

Doubletree Hotels and the United Nations World Food Program have teamed up to motivate students to help fight hunger this holiday season by collecting food for local food banks in the United States and raising funds for hunger relief operations abroad.

To generate buzz for its Soul vehicle among consumers in their late teens and mid- to late-20s KIA created the KIA Soul Collective. An extension of the brand’s New Way to Roll campaign the Soul Collective program which wrapped November 8 invited consumers in 10 cities to enjoy four days of free music art and design with headliner concerts on the last day.

Build-A-Bear Workshop on Saturday Nov. 21 will offer select customers a sneak preview screening of its inaugural TV special “Holly and Hal Moose: Our Uplifting Christmas Adventure.” The one-hour feature movie will air on Tuesday Nov. 24 at 7 p.m. EST/PST on ABC Family and is based on a book and series of webisodes that introduced Holly and Hal Moose last year.

Premium Russian vodka brand Stolichnaya recently ended a 10-week multi-city Moskova Affair tour a brand experience developed to introduce sophisticated young urbanites and Stolichnaya distributors to its newest flavor—Stolichnaya Gala Applik.