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Shape Magazine’s 10th Annual Beauty Awards breakfast this year put an interactive spin on the traditional b-to-b awards program. Beauty awards programs, which shine a spotlight on top beauty brands that are featured in the magazines pages and typically involve an awards ceremony and speeches, are a staple among women’s magazine publishers.

So Delicious, a dairy-free brand whose portfolio includes ice cream, creamers and milks, incorporated a new digital component in its annual summer mobile tour, allowing consumers along tour routes to tweet a request for sampling teams to visit them at places like their office, gym or local park. The tweets are populated on a “tweet wall” on the tour microsite, which shows where sampling teams are located and what consumers are tweeting, live.

The US Open American Express Fan Experience this year features two new activations, an interactive sensory experience called the Art & Sound of Tennis and US Open TrendCast from American Express, a social-based fan activity that digitally extends the excitement surrounding the tournament. American Express, a 20-year U.S.

GoGo squeeZ is back on the road, driving trial of the fruit pouch product while encouraging kids and parents to play more with the “Wherever You Go, Go Playfully” campaign and mobile playground tour. The brand enlisted celebrity dad Jerry O’Connell and charitable partner Life is good co-founder Bert Jacobs to headline a launch event on June 7 in Manhattan’s Bryant Park. The tour is stopping at family-oriented events—among them, so far, Chicago Green Music Fest and Pogopalooza in New York City. It will wrap in October in Atlanta.

To introduce its high-end 2014 Cadenza to influencers and tastemakers Kia has partnered with OpenTable, the dining reservation web site, and the high-end foodie web site LuxeEpicure in a series of “dine and drives” that promote its first entry into the premium car market. The eight-city tour, dubbed the Cadenza Experience, also marks Kia’s entrée into the epicurean space.