Creative Online Weekly <br> July 26, 2010

Week of July 26, 2010

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Powerade Gives Athletes Inspiration To 'Keep Playing' In Brand's First Global Marketing Campaign
Powerade Gives Athletes Inspiration To 'Keep Playing' In Brand's First Global Marketing Campaign In the brand's first-ever global integrated marketing campaign, Powerade will give athletes the inspiration and ability to "Keep Playing." The campaign theme "Keep Playing" alludes to the insight that passionate sports players love the game of football and never want a great game to end.
FIFA recently designated Powerade as "Chosen by FIFA to Hydrate 2010 FIFA World Cup™ Players." During the month long tournament Powerade was at all 10 venues, hydrating 736 players from 32 countries before, during and after all 64 games, from the opening game between South Africa and Mexico, all the way through to the Final in Johannesburg.
"We are delighted that FIFA chose Powerade to hydrate the world's best footballers during the FIFA World Cup," said Mark Greatrex SVP, Still Beverages, The Coca-Cola Company. "The FIFA World Cup™ was an incredible platform for us to showcase the brand to a worldwide audience. This is a major milestone for the Powerade brand and an indication of the importance of the sports drink category in our portfolio of beverages."
Along with the 2010 FIFA World Cup™ logo, the designation featured prominently in all brand channels, including packaging, point of sale materials and 2010 FIFA World Cup merchandise and signage.

Wines Of Washington Promotion Celebrates Washington State Wine Month
Wines of Washington Promotion, an interactive and integrated marketing agency based in Seattle, recently created special on- and off-premise, traffic building, point-of-purchase floor and end-aisle displays to celebrate March Washington State Wine Month at grocery stores, convenience stores and wine shops. Wines of Washington Promotion, also working to help increase the brand awareness of Barnard Griffin, one of Washington State's most renowned family-owned wineries, developed creative materials based around the winery's tulip theme for this month-long promotion.
Collateral design elements include wine bottle photography, online digital and print brochures, rack cards, shelf talkers, back cards, easel cards, posters, banners, neckers and neck hangers, wine notes, metal racks, wooden racks, wood barrel displays and special end-aisle displays.

New Campaign For Effen Vodka Reveals Its Provocatively Premium Side
Beam Global Spirits & Wine, the premium spirits business of Fortune Brands, has launched "Provocatively Premium™," a new marketing campaign for EFFEN® Vodka. Created by Euro RSCG Chicago, the evocative campaign highlights the super-premium quality of EFFEN Vodka and builds upon the brand's history of clever and bold advertising. Launching in five key markets, the print elements of the campaign come to life in three fresh, smart and contemporary executions, "Snow Bunny," "Bellhop" and "Flight Attendant."
"We set out to create iconic characters that would embody EFFEN's super-premium status," said Blake Ebel, chief creative officer, Euro RSCG Chicago. "We used these characters to talk about the stylish places and premium experiences where consumers can enjoy EFFEN." Point-of-sale materials help support the "Provocatively Premium" campaign.

Hershey's Kisses Brand Chocolates Offers Movie Night Promotion
Family movie night just got sweeter with Hershey's Kisses Chocolates. Hershey's is giving away a free movie ticket with the purchase of four 10 oz. bags or larger of Hershey's Kisses Chocolates, Hershey®'s Miniatures, Reese's® Peanut Butter Cups or York® Peppermint Patties. Hershey's Kisses Chocolates are the perfect treat for watching movies and Hershey's is making it easier for moms to create special treat occasions for the whole family with the movie night promotion. Point-of-sale materials support Hershey's Movie Night Promotion.

Caribou Coffee Uses In-Store Elements To Promote New Brand Look
Caribou Coffee® customers in all stores nationwide will notice a new coffee-centric caribou on their cups as part of the company's strategy to enhance its brand position and create new opportunities to engage customers. The 17-year-old brand has undergone a makeover that will roll out during 2010 and into early 2011.
The new brand look includes a new logo, color palette and design elements that bring fresh energy and broader context to the existing tagline: Life is short. Stay awake for it.® Previously the tagline focused on the benefits of caffeine, but Caribou has now shifted the element from a declarative statement to an opportunity for customer engagement on a more personal level; "stay awake" has grown to signify a "seize the day" attitude.
"We saw an opportunity to better express who we are and what we believe in as a company across all interactions with our customers," said Alfredo Martel, senior vice president of marketing. "The new elements of our brand give us an opportunity to do that and to ask our customers to explore and share what 'staying awake' means in their lives." The new look will be introduced via in-store elements such as napkins, cups, drink carriers, canteens and signage.

Burger King Promotes New All-In-One Breakfast Experience
Burger King Corporation announced the newest additions to its breakfast menu lineup, the BK® Breakfast Muffin sandwich and BK™ Breakfast Bowl. Available for $1 at participating restaurants, the BK® Breakfast Muffin sandwich features sausage, egg and melted American cheese on a freshly baked English muffin.
"The BK® Breakfast Muffin sandwich provides more value for the money to our guests," said John Schaufelberger, senior vice president, global product marketing and innovation, Burger King Corporation. "We took a breakfast sandwich that has proven likeability among consumers and are delivering it at a great price."
In addition to the BK® Breakfast Muffin sandwich, participating BURGER KING® restaurants nationwide will also feature the new, premium BKTM Breakfast Bowl. This easy-to-go, easy-to-eat menu item features all of the ingredients of a typical breakfast platter, combining roasted southwestern potatoes, grilled onions and peppers, scrambled eggs and savory sausage topped with a three-cheese blend and a smoky cheese sauce. In-restaurant merchandising will support this all-in-one breakfast experience.

7-Eleven Ramps Up Home Entertainment Section With Value Video Games
7-Eleven, which began selling major new-release video games just over a year ago, now offers gamers a way to save a little green. Available in 3,000 U.S. 7-Eleven® stores, the new "Gamers Factory" selection of pre-owned games features the hottest titles at a fraction of their original retail price. And for the first time, the retailer also will carry games for handheld devices in addition to console systems. All games are priced under $20 at $9.99, $14.99 or $19.99.
"Most of our game titles will be best-sellers that were released in the previous six months to a year," said Michael Jester, 7-Eleven category manager for home entertainment. "The concept was tested in 600 stores last November, and the universally enthusiastic response was a strong indicator that value-priced video games would be a hit with our customers nationwide."
Stores will carry up to 96 games for Sony PlayStation 2 and 3, Xbox 360 and Nintendo Wii, as well as Nintendo DS and Sony PSP handheld devices. Pricing will be competitive and determined by the game's original cost, how long the game has been available and its popularity. 7-Eleven has partnered with Game Trading Technologies, an industry leading game-trading service provider that acquires the games from other retailers and manufacturers and then tests them before repackaging and distributing to 7-Eleven stores.

TOMA LECHE Launches Milk Beauty Counters
The California Milk Processor Board (CMPB), the creator of GOT MILK? and TOMA LECHE (Drink Milk), has opened milk beauty counters at select shopping centers. CMPB wants Californians to know that beauty comes from the inside out and proper nutrition with milk is key to achieving radiant skin and healthy hair and nails.
The GOT MILK?/TOMA LECHE BEAUTY BY MILK counter will provide consumers an interactive experience where they can learn about the benefits of the “wonder tonic.” Beauty consultants will be on hand to provide a booklet of tips to keep skin, hair and nails healthy. Shoppers can relax at a lounge area while being served milk-based drinks. Guests can also experience a virtual makeover during their free visit.

Point.360 Opens Its First Movie>Q Store For Distribution Of Blu-ray And Other DVDs And Video Games
Point.360, a leading provider of integrated media management services, has opened its first Movie>Q store location in Westminster, CA. Haig Bagerdjian, Company's Chairman, President and CEO, said, "The Movie>Q concept was conceived to test the viability of the market being created by the closure of thousands of Blockbuster and Hollywood Video stores. Six months ago, we committed up to $2 million to the project."
The Movie>Q store is managed by its proprietary automated inventory management system ("AIM") which accepts orders, retrieves and dispenses inventory to the customer. Each 50 to 55-foot long system will house up to 15,000 units and is accessible through eight customer interface centers (terminals). The AIM system can support up to 15,000 individual DVDs, games and CDs. The 1,000-1,500 square foot stores provide the same rental or purchasing experience found in Blockbuster and Hollywood Video stores at a fraction of the personnel and space costs. The AIM system is fully integrated to our www.movieq.com website that allows the customer to browse and reserve inventory for later pick-up at a specified Movie>Q store.

Rite Aid Launches Free wellness + Customer Rewards Program Nationwide, Offering Health And Wellness Benefits And Member-Only Discounts
Rite Aid customers and patients nationwide now can sign up for Rite Aid's new wellness+ customer rewards program that provides members with free health and wellness benefits, as well as shopping discounts and special prices.
The free Rite Aid wellness+ rewards card offers immediate everyday benefits including 24/7 toll-free access to a pharmacist and 10 percent off Rite Aid brand products. Members accrue points with eligible pharmacy and store purchases to get free health screenings and additional merchandise discounts including 20 percent off non-prescription regularly priced items every day. Members' wellness+ points are tracked automatically, and a tiered benefits structure combines health and wellness rewards with savings rewards. Customers can sign up for the new Rite Aid wellness+ rewards card, which requires no membership fee, at any of Rite Aid's nearly 4,800 stores or online.
"Our customers told us they wanted a program that offered more than just discounts. The wellness+ program marries our customers' fiscal and physical well-being, and we reward them with both member-only shopping discounts and health and wellness benefits that increase the more they shop and the more prescriptions they fill at Rite Aid," said John Learish, Rite Aid Senior Vice President, Marketing. "We've tested this program in four markets over the last six months, and results exceeded our expectations. This is the drugstore industry's only customer rewards program focused around pharmacy and wellness."

Bank Of America Provides Promotional Support For 'America The Story Of Us'
Bank of America is sponsoring AMERICA THE STORY OF US, an epic 12-hour television event and national educational initiative covering 400 years of American history, premiering on HISTORY™.
In conjunction with its presenting sponsorship, Bank of America is partnering with HISTORY to produce 12, two-minute, original mini-documentaries depicting Bank of America's rich history and contributions to America's epic story as it aligns with the timeline of each series episode. The mini-documentaries will showcase the integral role Bank of America has continued to play throughout America's history - fueling, investing and moving America and its economy forward.
"We are especially proud to support this groundbreaking new series because the history of Bank of America is so inextricably woven into the history of America," said Meredith Verdone, senior vice president for Brand, Advertising and Research, Bank of America. "As far back as 1784 to the present day, Bank of America has continually helped fuel economic opportunity and prosperity by investing in the industries, infrastructures, institutions and individuals that have helped build our country. And that heritage continues to inspire us today in our continued commitment to enabling financial opportunity throughout the U.S. and around the world."
Bank of America's promotional support also will include integrated, multi-channel marketing and grass-roots programming to drive nationwide viewers to the HISTORY series, including VOD and online. To reach its more than 58 million customers and 282,000 associates, Bank of America will air series trailers and segments on screens in more than 1,000 Bank of America banking centers across the country and series advertisements on www.bankofamerica.com.

Silk Soymilk Brand Launches Licensed Food Program
Silk®, a leading soymilk brand in the U.S. has launched a licensing program to strengthen Silk's brand penetration and help increase the depth of consumption through the launch of new food categories in the refrigerated, shelf-stable and snack aisles. The licensed food program will diversify the brand portfolio across a variety of health and wellness oriented categories.
"Silk's wholesome nutrition, smooth and delicious taste and environmental leadership have helped make it the number one soymilk brand in the world," said Craig Shiesley, Vice President of Silk. "This partnership allows us to further leverage and expand upon that popularity, expanding the reach of the brand even further."
"Silk has always been at the forefront in addressing consumers' growing concern with nutrition and maintaining a balanced lifestyle," said Jeff Lotman, CEO of Global Icons. "Global Icons will help expand Silk's innovation pipeline through the emergence of new food categories and continue its reputation as the market leader in heart smart soy."

Nevada Bob's Golf Shops Open Inside Sport Chek Stores
The Forzani Group Ltd., Canada's largest retailer of sporting goods, has opened Nevada Bob's Golf concept shops inside nearly 60 Sport Chek stores nationwide, with plans to expand the shops to even more stores in even more cities.
Golf enthusiasts from coast to coast will soon be able to head into their local Sport Chek store for professional golf service and the top golf brands frequently associated with Nevada Bob's Golf big-box stores. Professional golf brands like Nike Golf, Callaway, TaylorMade, Adams and more have stepped up to the tee with their golf equipment lines. Greg Norman and Jack Nicklaus's clothing lines are featured in Nevada Bob's Golf Shops, as well as the Mike Weir Collection inspired by Canada's top golfer. Apparel, footwear and accessories from Nike Golf, adidas Golf, Under Armour, Puma and more help round out the robust selection of golf gear.
"The obvious advantage to having the Nevada Bob's Golf Shops inside Sport Chek locations is that it allows us to be a one-stop shopping experience and really embrace the culture around sports," said Mark Hindman, Vice President of Marketing for The Forzani Group Ltd. "Nevada Bob's Golf is a name Canadians have trusted for years as their ultimate golf shopping destination, and we're excited to be able to bring it to more markets across Canada, packaged up inside Sport Chek stores for the utmost in accessibility and convenience." Nevada Bob's Golf Shops employ CPGA professionals to assist in choosing equipment, apparel and accessories, offer golf tips, make course recommendations and suggest equipment changes and adjustments to improve a player's game. Nevada Bob's Golf Shops inside Sport Chek stores also offer in-store demos, custom fitting and maintenance services including regripping, lie angle customization and more, as well as equipment trade-in programs.

EFFEX Introduces Industry's First .70 EF High Efficiency Gas Water Heater
The new EFFEX™ high efficiency gas water heater from A. O. Smith is the most advanced and energy-efficient product of its kind on the market today. Operating at .70 Energy Factor (EF), it can immediately reduce water heating costs up to 25 percent compared to a conventional gas water heater. The EFFEX is the first and only conventional gas water heater that will not only meet today's ENERGY STAR® requirements but also exceed the upcoming second-phase rules that require .67 EF. Its secret is a patented air intake system, which turbo charges the combustion process. By creating a pressurized environment in the combustion chamber, the air intake system allows the EFFEX to extract additional heat from the exhaust gas as it passes through the water heater. As a result, a higher percentage of heat is transferred into the water and less energy is wasted. Contractors will be glad to know that the EFFEX installs the same as any other conventional gas product, making it ideal for replacement projects.

Graco Magnum® Project Painter Plus Designed For DIY Market
Graco, the paint sprayer brand trusted and preferred by professionals, introduces a paint sprayer designed to give consumers an affordable tool that delivers professional-quality results. The Graco Magnum Project Painter Plus, now available at Lowe's, is ideal for the serious do-it-yourselfer or handyman to expedite painting projects inside and out. It cuts project time significantly over brushing and rolling.

CryoSTAT Is New Breakthrough In Hemorrhoid Relief
New CryoSTAT is here to put the fire out when it comes to hemorrhoids by treating them on contact with cold therapy which has a proven track record of providing instant relief. Easy to use, with no mess or unpleasant odor, CryoSTAT targets swelling with cooling comfort to provide prompt soothing relief from the itching, burning, pain and swelling caused by hemorrhoids. CryoSTAT can be used alone or as an addition to other hemorrhoid treatments.

KIWI Offers Fresh'ins To Keep Feet Feeling Fresh All Day Long
KIWI® Shoe Care, part of Sara Lee Food & Beverage, has introduced KIWI Fresh'ins products, ultra-thin disposable shoe inserts designed to absorb moisture and provide anti-slip protection -- keeping feet fresh and comfortable all day long, especially in the heat of spring and summer. Fresh'ins can be used every day for up to five days and come in packages of six pairs. KIWI Fresh'ins can be purchased at most grocery stores, drug stores, mass merchandisers.

OfficeMax Launches ENGAGE, A New Private Label Brand For Technology Products And Accessories
Office Max is introducing the company's first high-tech private label product line under the brand name ENGAGE™, featuring innovative and affordable technology products and accessories that reflect its tagline - Connect to the Future of Computer Technology. The Optical Mouse is the first product to launch under the ENGAGE brand and is available in wired and wireless versions. It features a comfortable, midsize laser mouse that delivers smooth tracking on a variety of surfaces. Its ergonomic design and dynamic functionality offer users complete control for efficient navigation between web pages, documents and applications. "With the introduction of ENGAGE, we're able to offer our customers a larger selection of affordable, high-quality technology products and accessories to meet their needs," said Ryan Vero, Executive Vice President and Chief Merchandising Officer for OfficeMax. "Today's tech-centric work environment requires the right tools to attain maximum efficiency, and we're developing an entire collection of ENGAGE products that help our customers stay one step ahead of the curve."

PDP Debuts New Line Of Protective Cases From NBA And NERF For Mobile Apple Devices And iPod Touch
Performance Designed Products LLC, a leading designer and manufacturer of video gaming accessories, has introduced a new line of NBA and Hasbro -licensed NERF protective cases for the Mobile Apple Devices and iPod Touch. The line tips off with six licensed cases, featuring the Chicago Bulls, Boston Celtics, Cleveland Cavaliers, Denver Nuggets, Los Angeles Lakers and New York Knicks. "PDP's NERF line of protective cases for gaming systems have been a slam dunk with consumers and retailers alike," said Harry Holmwood, VP, Software, Licensing and OEM. "Now, we're delighted to be bringing these NBA NERF cases to fans looking for a unique way to protect and personalize their Mobile Apple Device and iPod Touch." PDP's NERF line includes the bestselling Sports Pack, Racing Wheel and Duel Play™ Swords for the Wii and armor for the Nintendo DS and Sony PSP. The Mobile Apple Devices and iPod Touch cases will launch exclusively at key Apple Stores across the country.

Anchor Blue Names Erik Forsell To Lead Marketing Team
Anchor Blue, the denim, juniors and men's focused retailer, has appointed Erik Forsell as Vice President of Marketing. Forsell will oversee all elements of marketing and branding including the launch of e-commerce, store design, store visuals and Anchor Blue University, the brand's mobile university tour. Of his new position, Forsell, said, "We're starting at the ground floor and focusing our efforts on truly defining who our customer is and how we talk to them through all touch points - photographs, social media, in-store, labeling, apparel and store design."

Monster Media Opens Toronto, Canada Office
Monster Media, a leader of advertising that responds to consumer's body movements and storefront domination programs has opened an office in Toronto, Canada. John Payne, president of Monster Media, says based on their success throughout the U.S., this is a natural step to expand into the vibrant and thriving market of Canada, which will allow them to place their innovative network of products in new venues. The Canadian office will be managed by David Leetham, vice president of sales.

Goliath Solutions Launches Major Upgrade To Consumer Shopping Insights Portal
GOLIATH Solutions has released the Goliath Insights Portal 2.0, which will enable retailers and consumer packaged goods companies to maximize sales from in-store displays and increase promotion display execution and compliance. The GOLIATH Insights Portal 2.0 was designed in response to retailers' requests for a simple but complete picture of in-store display performance. The GOLIATH Insights Portal 2.0 provides daily insights about consumer response to displays and can measure not only whether a display has been executed, but where in the store it is most effective. The new portal also enables retailers to compare a display's impact on sales to GOLIATH's large and growing historical database.

Sears Holdings Retains Schawk For Consumer Promotions
Schawk, Inc., a leading provider of brand point management services, announced that Sears Holdings has chosen to continue its long-standing relationship with Schawk's Retail Marketing group to help create compelling and consistent brand experiences. Janet Viane, vice-president marketing operations for Sears Holdings, said, "We look forward to continuing to work with Schawk Retail Marketing on our consumer efforts."

Deckers Outdoor Hires Jessica Buttimer VP Of Marketing
Deckers Outdoor Corporation has named Jessica Buttimer, VP of Marketing. In her last assignment as Global General Manager of Green Works at The Clorox Co., she founded and led the entire Green Works initiative from its inception to now being the number one brand in natural cleaning.

Brumark Announces New Line of Outdoor Rental Flooring
Brumark, the Total Flooring Solutions specialist, is now offering a high performance outdoor flooring system that will enhance event as well as tradeshow floor coverings in an extraordinary way. The line of products include Rola-Trac®, Supa-Trac®, Supa-Trac Lite, I-Trac® and several performance levels of MATRIX® portable outdoor flooring that's great for walkways, tent floors, driveways and more, including the most unique exhibit and tradeshow spaces with non-traditional design aesthetics. These durable products support everything from foot traffic to heavy weight loads. Supporting accessories, such as electrical raceways and edge ramps, are also available. For more information on Brumark's outdoor flooring system for trade shows, contact James Zacharias, (Tel) -800-291-9606, ext. 425. (Web site) www.brumark.com

Covidien Embarks On Mobile Surgical Tour
Covidien, a leading global provider of healthcare products, has launched Innovation: Delivered tour, a mobile program that will introduce surgeons, residents, nurses and hospital administrators around the country to the SILS™ Port Multiple Instrument Access Device.
The SILS Port is an advanced, single-incision laparoscopic device that reduces the four, ½-inch or smaller incisions normally associated with traditional laparoscopic surgery to just one incision in the belly button. The Innovation: Delivered tour features a state-of-the-art operating room-style facility housed in an 85-foot, nearly 80,000-pound tractor-trailer that will travel around the country to bring these advanced laparoscopic surgery tools directly to surgeons and hospitals. When parked, the truck expands to a 1,200-square-foot facility with a conference room, clinical training area with advanced audio-visual tools and five operating room stations that will accommodate 10 surgeons simultaneously.
Scott Flora, President, Surgical Devices, Covidien, said, "We understand the demands of surgeons' schedules and the need for easy access to the latest instruments and procedures. The Innovation: Delivered tour brings these crucial tools and opportunities directly to surgeons." (Web site) www.covidien.com

EWI Worldwide and NUSSLI Collaborate To Bring German Pavilion to Life at World EXPO 2010
EWI Worldwide, a US-based, global, live communications company and NUSSLI, a leading Swiss-based supplier of infrastructures for events, trade fairs and exhibitions, have won the contract to collaborate on the construction of the 65,000 square foot German Pavilion at World EXPO 2010, opening this May in Shanghai, China. NUSSLI is responsible for the construction of the pavilion, with EWI Worldwide producing and installing the interiors and exhibits. The pavilion is developed around the theme balancity -- meaning "a city in balance." Visitors to balancity will journey through a city of ideas, transcending space on foot, moving walkways and escalators to experience thematic areas which integrate balance between work, play, nature and technology. More specifically, the pavilion displays the city's ongoing balance of -- preservation vs. renewal, tradition vs. innovation, and culture vs. globalization. The Energy Source is the heart of balancity and the highlight of the Pavilion's interactive tour. The visitors enter an impressive room filled with an energetic choreography of lights spread over three galleries. Visitors to the galleries look out onto the room's focal point: a huge sphere covered with 400,000 LEDs. The sphere's movements and at the same time, impulses, are activated by the visitors. (Web site) www.ewiworldwide.com

Sparks completes Wizard of Oz exhibit at Miami Children’s Museum
Sparks, a leading global event marketing agency, has completed a new traveling Wizard of Oz exhibit developed in partnership with Miami Children's Museum and Warner Bros. The new experience kicks off its tour at the Miami Children's Museum, where it will be stationed through early May, then hits the road to visit other cities throughout the country, including Boston and New York. Child-size replicas of the iconic Wizard of Oz sets are the centerpiece of this exhibit, which offers a truly hands on experience for kids of any age. Visitors enter through the old fashioned movie theater doors to brave the tornado that carried Dorothy to the Land of Oz, follow the Yellow Brick Road and even reach Emerald City. At every step of the exhibit, educational components have been included to maximize the experience, including bilingual signage and "Movie Moment Messages" offering information and tidbits to visitors. The exhibit was produced by Sparks' themed environments group, based in the company's Orlando, Fl office. (Web site) www.sparksonline.com

Jose Cuervo Challenges Consumers Nationwide To Rise To The Occasion At CuervoGames
Jose Cuervo has launched CuervoGames, the brand's largest experiential marketing campaign in more than a decade. Through CuervoGames, the brand will take over cities nationwide and give local residents a chance to compete in a set of physical challenges, with each local winning team heading to Las Vegas for the national finals.
CuervoGames, through a series of live, interactive experiences, is designed to challenge adults of legal drinking age who think they have the clout to carve their own story into Cuervo history. Each of these trials-the Waterfall Climb, the Agave Air Walk, the Tumbler, the Barrel Roll and cocktail mix-off - will highlight the brand's rich Mexican heritage.
"Jose Cuervo is an iconic brand built on more than two centuries of tequila-making," said Ami-Lynn Bakshi, Vice President, Tequila Marketing, Diageo. "We're excited to invite consumers to not only be a part of our story, but to create their own. CuervoGames is the ultimate opportunity to battle for their place in Cuervo history-it will gauge their guts, their wits and their skills."

NYC Visitor Center Incorporates Interactive Displays From GestureTek
The Official NYC Visitor Center has employed multi-touch interactive tables produced by GestureTek Inc., a world leader in gesture control interfaces for interactive displays and devices. This innovative information display located in Times Square enables visitors and locals to find current information about events and attractions.
The installation features GestureTek's Illuminate® multi-touch table with object recognition capability and custom content. Using two-handed multi-touch gestures, visitors can obtain information about desired destinations, enjoy a Google Earth "fly-through" trip around New York and build a personal sightseeing itinerary. Visitors use a puck-like object to manipulate the system and make selections. The project was led by VideoSonic Systems, Inc. for NYC & Company, New York City's marketing organization. W X Y Architecture and Urban Design handled architectural design. (Web site) www.gesturetek.com

Greenopolis Kiosk Partners With Whole Foods Market For Recycling Collection
The Greenopolis Recycling Kiosks in partnership with Whole Foods Markets in the L.A., Phoenix and Northern California areas, collect bottles, cans and plastic in an effort to reuse and repurpose these materials into something new. This closed loop system focuses on single use containers and recycling "on the go" to aid in increased recycling rates, which also helps keep these items out of oceans and habitats by putting them back into the reprocessing stream. Plus, After recycling at a Greenopolis Recycling Kiosk, users are rewarded for their actions at Greenopolis, earning points that can be redeemed for great rewards. (Web site) www.greenopolis.com

Louisville Downtown Arena Becomes Official KFC Yum! Center
Yum! Brands, a global restaurant corporation proud of its Louisville, Kentucky roots and extensive community involvement, will stamp its name on the city's newest addition, the new KFC Yum! Center, which will be the new name for the 721,000 square-foot, downtown arena slated to open this fall.
The $13.5 million, 10 year agreement is between Yum! Brands and Team Services, LLC, a leading naming rights agency that was retained by the Louisville Arena Authority (LAA) to market this exclusive opportunity. In exchange for its naming rights investment, Yum! Brands is afforded the opportunity to have prominent exterior signage positions. There will be seven different restaurant concession areas where guests can purchase KFC, Taco Bell and Pizza Hut products, which will vary depending on the event being held at the Center.

Oasis Of The Seas Unveils Advanced Digital Signage Technology
Royal Caribbean International and Four Winds Interactive (FWi) have partnered on an unprecedented digital signage system for Oasis of the Seas, Royal Caribbean's newest ship. Totaling more than 300 displays, the signage network is as diverse as it is large, featuring everything from passive screens to sophisticated interactive touchscreens that provide real-time information and wayfinding. The content was designed to enhance the guest experience and assist passengers making their way around the ship.
Features such as dynamic venue occupancy rates allow Oasis guests the ability to preview traffic at several restaurants onboard and is possible through sophisticated data integration between FWi and Royal Caribbean's back-end systems. Interactive wayfinding is another popular feature offered on over forty 46" touch screens. Animated maps give guests step-by-step directions to their destination, similar to those produced by popular online mapping solutions. The digital signs also offer support for multiple languages, including English, Spanish, French, Italian, German and Portuguese.
"The interactive system onboard Oasis of the Seas has given us the opportunity to provide our guests with a seamless experience," said Lisa Bauer, Senior Vice President, Hotel Operations, Royal Caribbean International. "The interactive features and information on the system has helped our guests have all the information they need at their fingertips." (Web site) www.oasisoftheseas.com

Rocawear Brand Launches RocPopShop
The Rocawear brand has opened the RocPopShop taking its upscale lounge and retail space on the road with Jay Z's BP3 North American Tour. Housed in a 53-foot trailer that expands into 1,000 square feet, the RocPopShop presents an intimate and interactive lounge experience for its customer.
Designed by D-Ash Design of New York, the décor includes custom-designed sofas and leather chairs, suede walls, zebra-wood cabinetry and flat screen HD TVs. The RocPopShop will be the ultimate tailgate experience onsite at concert venues before, during and after the Jay Z concert featuring local radio remotes, concert ticket and DJ Hero giveaways. Fans are invited to the RocPopShop to watch special Jay Z concert performances, test their skills at Jay Z's recently released video game, "DJ Hero: Renegade Edition," shop a full range of signature Rocawear men's and women's apparel, and post comments on Roc4Life.com on a 23" touchscreen PC -- all to a soundtrack of Jay Z's music.
Jameel Spencer, CMO of Rocawear, stated, "The RocPopShop affords us the opportunity to present the retail experience in the same spirit the product was designed with the taste level of Shawn Carter himself. Having the shop on the BP3 Tour allows Jay Z fans to experience the Rocawear lifestyle through video footage, gaming and interactive programming as well as possibly win tickets and of course get something fresh to wear to the show!"

Visit London Offers Pop Up Afternoon Tea In NYC
Visit London, the official visitor organization for the British Capital, is bringing a little slice of London to New York City with the opening of the largest free afternoon tea event New York has ever seen. The unique, limited-time pop up afternoon tea event invites New Yorkers to come along to sample tea and cakes as well as gett a taste of London. Open from 9a.m.-5p.m.; visitors will also get a chance to learn more about high tea at a tutorial taking place at noon.
The pop up afternoon tea is taking place to encourage New Yorkers to hop across the Atlantic for their next vacation to experience all the unique attractions, events and neighborhoods that you can only find in London. The Visit London pop-up afternoon tea will offer visitors the opportunity to find out more about London's art and culture, fashion and lifestyle, sport and outdoor activities, cuisine and events for 2010. Visitors will be able to enjoy vibrant photographic displays and interactive technological elements as well as meeting travel experts from Visit London who can provide tips and advice about travelling to the British capital.

StrandVision Digital Signage Used To Promote RCU
Royal Credit Union, a major credit union in western Wisconsin and the Twin Cities area, is using StrandVision Digital Signage to better serve its 143,000 members. RCU is gradually rolling out the signage to its offices and to several new branches added through the acquisition of credit union and bank assets. The StrandVision Digital Signage enables RCU to leverage its advertising and marketing communications investments and bring timely promotions directly to members in their lobbies and at their drive-up teller lanes. (Web site) www.strandvision.com

Lapiz Adds Digital And Shopper Marketing Practices To Better Connect With Growing Hispanic Market
Lapiz, one of the top U.S. Hispanic advertising agencies, has added Digital and Shopper Marketing practices to expand its multiple touch points with U.S. Hispanic consumers to help brands achieve their goals. "We have a strong reputation of having the most intimate understanding of Hispanic consumers' behaviors, and can swiftly apply that knowledge to our new practice areas to move consumers to action," said Dolores Kunda, president and chief executive officer, Lapiz.
Two seasoned leaders within the Leo Burnett family will drive the respective disciplines: Eduardo Alvarez, senior vice president, leads Lapiz Digital. He brings more than 20 years of international experience with expertise in Direct, Database Marketing, and planning of Integrated Marketing Communications. Toni Knoop, account director, leads Lapiz Shopper Marketing. Toni offers 15 years of experience, targeted almost exclusively to the U.S. Hispanic consumer, and has most recently led Hispanic marketing initiatives for numerous MillerCoors brands, as well as general market campaigns for MillerCoors' Import and Above Premium brands.

20-foot Cow Inflatable Ads New Listeners To Radio Station
A country western radio station gained new listeners at outdoor sponsored events and other on-site locations, using a 20-foot, cow shaped Ad Inflatable™display which replicated the station's trademark logo. The ad inflatable display created excitement and the radio station reported that the feedback from its listeners was tremendous. The Ad Inflatable was used again and again for many different events. The Ad Inflatable Display was produced by Pioneer Balloon; (Web site) www.pioneerline.com.

OgilvyAction Launches Montreal Office
OgilvyAction, the brand activation arm of Ogilvy & Mather, has officially launched its Quebec operation in Montreal, joining Ogilvy & Mather Montreal, OgilvyHealthworld, and OgilvyInteractive operations in the historic Old-Port sector of the city. As Canada's second largest metropolis, its variety of cultural influences make Montreal the ideal launch pad for effective activation campaigns across the province of Quebec. The Montreal office will be managed by Jeanlouis Gusiew, former Managing Director of OgilvyAction Rio de Janeiro. (Web site) www.ogilvyaction.com

PromoWorks And House Party Partner To Link In-Store And In-Home Marketing
PromoWorks®, a leading provider of direct-to-consumer product sampling and shopper engagement events, and House Party™, a leader in in-home-and-digital marketing programs, have formed a strategic partnership to provide offerings for brand marketers that link in-store sampling and in-home marketing via completely new customized programs.
Marketers can now close the home - store loop and engage hundreds of thousands of highly targeted, opted-in, influential consumers with product samples and compelling offers in their homes through a national House Party event. Then, they can drive purchase at retail via the in-store shopper engagement and sampling events of PromoWorks. The combination of these two potent marketing approaches will deliver the proven results that each already achieves - and more. And every step in the loop will be thoroughly measured and reported. "Activating targeted consumers through the in-home party experience, and then converting those leads to an in-store purchase, while monitoring performance all along the way, will give marketers a highly targeted direct connection to their consumers and a better program ROI than ever before," said John Stermer, EVP Sales and Marketing for PromoWorks. (Web site) www.promoworks.com

Rally Marketing Group Appoints Lisa Clarke New President
RALLY Marketing Group has appointed Lisa Clarke as President of the company. Clarke has been with RALLY sine 2007 and has served as Vice President of Operations and Chief Operating Officer. As President, Clarke will be the senior officer of the company, with responsibility for sales and marketing, operations and administration. (Web site) www.rallygroup.com

BARC Adds Three New Accounts
BARC, a San Francisco-based integrated marketing agency, has added three new clients to its roster. BARC was selected by Tree Top, a Washington-based agricultural cooperative owned by over 1000 apple and pear growers throughout the Northwest, to help design and implement consumer promotions and in-store shopper marketing leveraging its 50th anniversary celebration. Rinnai America Corp. has selected BARC to develop strategic initiatives to leverage their participation in the 2010 HGTV Dream Home and Green Home programs. The company is the leader in tankless water heaters in the U.S. The third new client is Ménage a Trois, a wine produced by Napa-based Folie a Deux. (Web site) www.barccom.com

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