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Terminix and kid's museums seem like an odd combination at first. But upon closer inspection (pun intended), they’re a perfect pair. Most kids are fascinated by bugs. And, where there are children, there are family decision-makers. On the heels of a successful museum tour started in 2008, Terminix has hit the road again this year with the help of a new technology.

Samsung unveiled its first-ever 3D LED TV to passersby in Times Square at a surprise concert event featuring the Black Eyed Peas on March 10. The brand skipped traditional pre-promotions and instead relied on consumers in and around Times Square to generate buzz for the “impromptu” event with their handhelds and cell phones. The gamble worked, resulting in 2.4 billion media impressions.

When Harley-Davidson in January revealed its new Forty-Eight motorcycle, all the details had to be spot-on. From the music, to the mood, the venue, even the booze (beer, whiskey and tequila), every element had to reflect the particular tastes of its newest group of prospective riders—those hip 18- to 34-year-old dudes who are into the American underground: tattoos, street art and rock music. Appealing to this cool crowd is a key strategy for the Harley brand as it rides into the future.

Mutual of Omaha in May will visit 25 cities in 24 states to collect “aha” moments from real people. An aha moment is a vision of clarity and wisdom, some might call it an “epiphany” or “light-bulb” moment, that impacts one’s life in a positive way, such as deciding on a new career or to return to school.

Flash nights, or on-site pre-promotions, can make a marketing event more than a one-night stand. These supplemental parties are smaller in scope but offer a taste of the big event to come. They can also build anticipation and word-ofmouth buzz in a way that promotional posters and other traditional methods can’t.