10 Summer Street Promotions From Whole Foods, Warby Parker, and More

In July, suddenly ubiquitous eyewear brand Warby Parker hosted a pop-up "bocce social" in Chicago's Wicker Park neighborhood. Open to everyone 21 years old and over, the activation included a grassy bocce court, live performances from DJ Dan Maloney and the Record Low, and wheelbarrows filled with Goose Island Beer and picnic snacks. Servers circulated the area holding trays of the brands' sunglasses for locals to test out, and there was also a pop-up shop on-site.

In July, the Greater Miami Convention & Visitors Bureau unveiled a new marketing campaign with an "It's So Miami" tagline. To kick off the campaign, reps staged a pop-up pool party in New York's Union Square. Models sported bikinis, lounged, and swam while three DJs spun. Passerby could participate in contests for prizes including (naturally) trips to Miami; there was also a fashion show, a salsa-dancing demo, massages, and a Cuban coffee tutorial.

During Miami Swim Week in July, Guess Eyewear launched its first "Shades of Summer Playlist," a five-track CD that has exclusive songs from artists such as the Knocks and Vacationer. The brand hosted an in-store bash in its Collins Avenue boutique in South Beach where the Hood Internet, also featured on the playlist, spun. To publicize the event, Guess models wearing the brand's sunglasses passed out 3-D invitations to people on foot and in cars on the avenue during the day.

To promote Rickland Orchards Greek yogurt bars, and as part of its Fancy Food Show activation, the brand took to the streets of Washington with two branded pedi-cabs. Each vehicle contained staffers dressed as Greek gods and goddesses who gave out samples to passersby.

To encourage consumers to travel by easing the cost of gas prices, Kalahari Resorts staged the "Fuel Your Fun" gas giveaway tour in June. The promotion hit up cities such as Cleveland, Milwaukee, and Chicago. At secret gas-station locations that were revealed on the brand's Facebook page the day of each giveaway, the first 125 customers at each spot got $25 worth of free gas. To alert drivers to the activation, the resort's mascot—a plush elephant in Hawaiian board shorts—held up a sign on sidewalks near the gas stations.

Inspired by the television show's character Mike Ross, USA Network's publicity campaign for the second season premiere of Suits included a squad of male models in suits cycling around New York, Los Angeles, Chicago, and San Francisco. The well-dressed men handed out special editions of the Mr. Porter Post, the 20-page publication created by online retailer Mr. Porter.

Retail chain Express hosted its "Rock the Sidewalk" event in Chicago over Memorial Day weekend. The brand staged a live, outdoor fashion show in Millennium Park to showcase its fall 2012 apparel. On the morning before the fashion show, an Express ice cream truck handed out treats along Michigan Avenue and urged locals to stop by the evening's free event.

Sauza Tequila brought its "Make it With a Fireman" advertising campaign to life with a so-called "regional rescue tour" that stopped in cities including New York and Chicago. The Chicago activation saw a blue firetruck parked outside local eateries and bars in late June. The eateries offered free Mexican food and Sauza margaritas, and firemen at the truck offered margarita-making tips, coupons, and random acts of kindness including carrying bags for passerby.

As part of its "Share the Buzz" campaign to raise awareness about disappearing bees, Whole Foods hosted summer Popsicle pop-up shops in locations throughout Chicago. From the window of a branded, pastel truck staffers doled out strawberry and lime fruit bars, coupons for Whole Foods Popsicles, and information on promotion at each neighborhood stop.

Apparently, June 20 is National P.D.A. Day, and Nivea seized the occasion to market its "kissable skin"products in multiple cities. In New York, the event had a giant replica of Nivea Creme's circular tin, through which some 700 guests entered a pop-up village full of activations. Inside, a photo booth let couples pose and have their photos printed out on-site and uploaded to Facebook, a "spin the bottle" area offered prizes, and a lounge filled with white leather sofas and pillows shaped like—what else?—Nivea tins provided a place to sit.