Agency: M3 Marketing Group, Birmingham, Mich.
Effort: ESPN SportsCentury Mall Tour
Twist: To generate grassroots interest in its 18-month series of events showcasing a century of sports, cable TV's ESPN created a hands-on version of the effort, which is touring 30 U.S. malls. The exhibit includes a theater with a 3-minute movie; interactive booths; a life-size Lou Gehrig figure that presents his famous 1939 speech to fans; and sports memorabilia. General Motors Corp. and ESPN are presenting sponsors; other sponsors include Anheuser-Busch, Burger King Corp., Lincoln Financial Group, Nike, MasterCard International and General Mills' Wheaties.
Vital statistics: The tour began in January and runs through the last week in August, spending three days at each mall; as many as 180,000 people have visited