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Football wasn’t all that was on TV this Thanksgiving Day. There was the “CNN Heroes: An All-Star Tribute ” too. To promote tune in for the show and encourage online voting for its hero of the year CNN organized grassroots rallies in communities in the U.S. and abroad for two weeks (Nov. 4-17) leading up to the show.

State Farm activated its title sponsorship of the Border Showdown Nov. 28 with pre-game interactives that fanned the flames of competitiveness between the University of Missouri and University of Kansas football teams.

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.