Not all kinds of advocacy are equal, though – consumers’ views on social media impact are contradictory and only one in five use social networks to make brand recommendations the same way they do ‘in the real world’.

And consumers are strongly influenced by in-store brand activity, with 72% saying that unique customer experiences make them purchase one brand over another.

Also, giving people something to talk about trumps going viral – 75% of consumers only advocate brands they have great personal experiences with.

“This research reinforces the importance of brand experiences that get people talking,” says Jack Morton CEO Josh McCall. “Investing in creating unique experiences is one of the most important things brands can do to stand out, drive awareness and create customer advocacy.”

The initiative will see 1cm² of a plot of land across different regions transformed with the sale of a participating drink and will include four categories of project:

Five-a-side football pitch development with the Pepsi brand

Playgrounds with Robinsons and Fruit Shoot

Communal parks and picnic areas developed with J2O, 7Up, Lipton, R Whites and Juicy Drench

Skateparks with Mountain Dew and Tango.

“With 70% of people agreeing that brands should do more for local communities, and with 2012 being such a unique year for large-scale events that are all about bringing communities together, we know that this is the right time to offer the nation something to get involved in,” says Jonathan Gatward, UK marketing director at Britvic.

The experiential marketing exhibition was divided into three sections – historic, contemporary and forgotten – where Vezzoli was able to demonstrate the ‘eternal allure of femininity through interpretations of classical sculptures that make reference to contemporary divas’. Ah, fashion-speak.

For those unable to make it to the Paris by-invite-only event, there’s the opportunity to participate online via Facebook with an app which creates a personal Vezzoli portrait for deployment on the 24 Hours Museum website.

Heineken told The Hindu that it planned to finalise the names of the artists who would perform in the campaign some time this month. The Heineken Greenroom will feature well-known DJs and artists interacting with their fans, and there will be events in pop bars and restaurants as a part of brand building exercise.

What’s it all about? Well, the sportswear brand is in cahoots with fitness programming outfit CrossFit, and the red-with-a white-delta containers are serving as mobile CrossFit gyms complete with equipment for a 15-person WOD (Workout Of The Day), to encourage people to experience ‘The Sport of Fitness’ for the first time.

“There is a shift happening today in the fitness world that is born from the idea that fitness can be a sport – with all the elements that we love about traditional sports. CrossFit is leading this shift,” said Reebok president Uli Becker. “At Reebok, we believe that fitness can be as exciting and engaging as any sport. In 2012, we are helping deliver this message to the world in a compelling, powerful way.”

The brand is supporting CrossFit’s fitness programme and the CrossFit community via a number of initiatives and activities including sponsoring The 2012 Reebok CrossFit Games, Reebok CrossFit box openings and a footwear and apparel collection.

With a US audience of more than 110 million viewers, the 2011 Super Bowl was the most-watched programme of any kind in the history of American TV. The entertainment line-up comprised Keith Urban and Maroon 5 during the pre-game, Christina Aguilera singing the national anthem and The Black Eyed Peas at half-time.

And Formula One Grand Prix events also now include concerts, with Lady Gaga performing at the after-party for the first ever Indian Grand Prix last year.

In Singapore, boat racing is hugely popular in Singapore, and the city state’s F1 Grand Prix has emulated the atmosphere of the annual Dragon Boat Festival by running entertainment offerings over an entire weekend, last year Linkin Park and Shakira in the proceedings.

Spectators are becoming part of the entertainment, too, as they are encouraged to display ever more complex messages in the stands through the distribution of coloured cards.

“More controversially, the vuvuzelas used at the FIFA World Cup in South Africa created a distinctive atmosphere – and the crowd can become a platform for the sponsor, as evidenced by the sea of orange caps distributed by Vodafone and seen at various Grand Prix events,” says PwC.

The Lab also received 45,000 Facebook likes and more than 40,000 YouTube views, while in excess of 3,000 people submitted ideas for the BMW Guggenheim Lab’s interactive logo. The Urbanology game has been played more than 26,000 times at the Lab and online.

The Lab’s East Village site at First Park has now been transformed into a community park, and there are plans to continue using the space for cultural programming.

“The BMW Guggenheim Lab inspired people throughout New York to think more imaginatively about what it means to live in a city and how we all shape the urban future, while bringing life to a formerly closed-off, empty lot,” says Adrian Benepe, commissioner, New York City Department of Parks & Recreation.

“It is a testament to the spirit of the BMW Guggenheim Lab that it has left behind a better public space than it originally found. … A permanent, tangible improvement is now added to the intellectual and social benefits the Lab gave the people of our city.”

The Lab is currently en route to the second stop on its nine-city world tour, Berlin. From the German capital, the Lab will then head to Mumbai, where it will conclude its first two-year cycle under the theme ‘Confronting Comfort’.

And to complete the retail vitrine scene, Chanel dolls performing lots of animated, erm, Hollywood Chanel-ian things. Et voilà:

Inauguration des vitrines de Noël from Printemps on Vimeo.