Effort: Mind Body Self Festival
Agency: In-house, with Festival Marketing and EMCI, both New York
Twist: Music group the Go-Go's kick off their tour at the festival June 22 in Central Park. Sponsors include WE: Women's Entertainment; Avon Products; Stonyfield Farm and Unilever's Dove, Vaseline and Pond's brands.
Vital statistics: Concert-goers can participate in product sampling and sweepstakes, including a catered dinner and spa treatments at home from WE; a day at Manhattan's Avon Spa; and a $500 Sephora shopping spree to those who charge $100 on their Discover Card within a month of the event. Russell Athletic is providing free T-shirts and glow sticks. A portion of proceeds goes to raise breast-cancer awareness. The breast-cancer organization is Big Bam Foundation. Tickets are $25-$30. The event is promoted in Self's June issue.