Directly following the telecast, celebrity gossip magazine In Touch Weekly, a regular host during the V.M.A.s, held a bash at Lower East Side nightclub Finale. Produced by Toast, the event took over the venue's multiple floors with several branded areas for sponsors. Diet Coke's section of In Touch's party included an interactive bar from Imagin8, reacting to movements with images of bubbles, coasters, and waves of water.
On August 3, the Dos Equis Bazaar Noir entertained about 850 guests at Miami's Grand Central event space. Produced by Mirrorball, the event promoted the beer brand through several sensory experiences set in a market-like atmosphere. A spice alchemist—a combination mixologist and costumed performer—spiked guests’ beverages with color-changing herbs billed as "remedies."
