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Jockey is driving awareness for its Classics line of underwear (especially popular among men ages 40 to 60) through a six-week summer road trip that kicked off May 14. The touring vehicle is an Airstream trailer (used for storage and as an attraction) pulled by a ’60s era Ford Mustang. The brand uses a handheld camera (for an on-the-road unpolished effect) to collect video testimonials from consumers in front of the Airstream about memorable road trip destinations and offers attendees a chance to win a vintage Ford Mustang.

Based on the success of last year’s three-market tour, the WE tv network and Wedding Central network and online portal have expanded to 20 markets this year in order to bring the message to even more consumers that they are the premier sources for all things wedding. The tour kicked off on May 29 at the Mall in Columbia, in Columbia, MD, and will conclude in Durham, NC, Oct. 9.

Just when you think you’ve seen it all, you haven’t. This is especially true in the world of mobile apps—those downloads you can drop on your Smartphone that do just about everything from turn off the lights in your kitchen from halfway around the world to track down the name of a favorite song just by holding the phone to the music. Just as limitless are the ways event marketers can use live experiences to drive downloads, boost engagement and leverage the service-based nature of apps to keep your brand top of mind and consumers engaged long after the event is over.

Samsung Mobile on May 12 broke the Guinness World Record for the largest game of dodgeball. The athletic event, held at the 69th Regiment Armory in New York City, engaged 712 players, 262 more than the previous record held by San Diego State University. The game celebrated the recent launch of the Samsung Reality handset, a smartphone with multiple messaging options and easy access to popular social networking sites.

Event marketers have a real challenge on their hands when it comes to building eco-friendly pop-ups. Creating these immersive, temporary experiences is inherently wasteful because it often demands the same investment in building materials as a trade-show exhibit or one-time event, but without the long-term reuse plan.
But as event marketers get savvier about being green, they also get more creative. Check out some innovative and impactful ideas that can give a short-term pop-up build a sustainable vision for the future.