Effort: Newsweek Technology Tour.
Agency: In-house; execution by Contemporary Marketing, Totowa, N.J.
Twist: Adding a hands-on element to high-tech products marketing, Newsweek this month launched its fourth annual tech tour, demonstrating products from six major sponsors that are also advertisers in the weekly magazine. At shopping malls and downtown public areas in 10 major cities, consumers are invited to try out high-tech entertainment, office, communication and lifestyle products at booths and kiosks. Visitors also can enter a sweepstakes to win a 1998 Mitsubishi car and other prizes.
Vital statistics: Returning sponsor Mitsubishi Motor Sales of America is joined this year by new sponsors Hewlett-Packard Co., Toshiba Consumer Products and Toshiba Computer Systems, U.S. Satellite Broadcasting and Qualcomm. The tour began in Atlanta and runs through Nov. 9 in Los Angeles.
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.