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To generate content for its Facebook page and give consumers a reason to go visit it, candy brand Mentos (a.k.a. The Freshmaker) set loose a street team on the streets of Minneapolis for four weeks (June 7 to July 9) this summer. Dubbed the Mentos Instigators or Super Fans, depending on the event, the team of four wore branded t-shirts or other fun outfits, including superhero costumes when acting as Super Fans at Minnesota Twins baseball games.

Smart women have known for years that the way to a man’s heart is through his stomach. Now it seems that marketers have awakened to that knowledge, too, and are incorporating sweet indulgences like wine, chocolate, gourmet dishes and even helpful tips into events that offer attendees a respite from their busy lives.

Oxygen Media on July 10 wrapped up its second Dance Your Ass Off tour in Orlando, FL, a five-city marketing program to promote the second season of the network’s signature “Dance Your Ass Off” dance competition series. This year’s tour included a new charity component in which attendees pledged on the tour and online at oxygen.com to dance off a total of a million calories to benefit local chapters of the American Heart Association. The network also made donations to AHA chapters at each of the five stops.

Every event marketer knows that lead qualification starts with data collection, but collecting the right data makes all the difference. Unfortunately, ticking off an “interested in more information” box on an exit survey is easy to do, and thereafter also easy to forget. Instead, what if it were possible to track attendees’ exact behavior at your events? Which sections they visited and spent the most time in, and even which parts of a video game they played better than others to find out what they are really interested in?

To introduce the world to its new all-electric vehicle, the Nissan LEAF, the brand is rebooting its four-year partnership with Rodale Inc. and hitting the road to visit 18 high-performance sporting events, including, for the first time, the Boston and New York Marathons and the Tour of California bicycle race.