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From April to October, the Arby’s Charity Tour visited golf tournaments and community events in 17 markets to raise money for local Big Brother Big Sisters agencies and other youth mentoring programs. The tour has been running for 13 years, but this spring it upgraded from a tour bus to a 40-foot by 80-foot trailer with a built-in replica of an Arby’s kitchen that served its signature roast beef sandwiches and Jamocha shakes.

As part of a strategy to connect with upscale consumers, Buick has partnered with Food & Wine and Travel + Leisure to produce a “cultural discovery” tour in which consumers test drive the 2011 Buick Regal sport sedan and engage in a series experiences with celebrity chefs, local artisans and travel experts.

When the economy took a turn for the worse, many companies began taking a hard look at virtual environments as an alternative to live events, or at least as a part of the package. But if the down economy hadn’t been enough to convince companies about the benefits of virtual, the Icelandic volcano Eyjafjallajökull that erupted unexpectedly this spring and caused air travel to come to a halt because of a menacing ash cloud served as yet another reminder.

To raise awareness and drive purchase of its full line of sexual lifestyle products, condom manufacturer Durex tackled one of the most delicate issues couples face—the female orgasm—with a series of house party events. On Oct. 9, Durex helped stimulate conversations among more than 50,000 women ages 18 to 35 at 5,000 “Girl Talk” house parties, handled by Irvington, NY-based House Party, which incorporates social media into its events.

In an effort to make a big splash for its first-ever venture out of the sock market and into boxers, briefs and boxer-briefs, GoldToe took New York City by storm on Sept. 16. The brand sent brand ambassadors clad only in underwear all over the city to excite consumers about the new line and direct them to Herald Square Park where the main event was going on from 10 a.m. to 4 p.m. To build more buzz, GoldToe dressed some of Manhattan’s most iconic statuary—like the Wall Street Bull—in its new product, and sent 100 product-loaded gift baskets to key Wall Street firms.