Entertainment Activations 2015

A moving flatbed truck served as Kendrick Lamar's stage during Reebok's ZPump Run.

Reebok invited 100 participants, including media and influencers, to take part in the run while dressed in the brand's gear and new ZPump sneakers.

Organizers closed down a typically heavy trafficked stretch of Sunset Boulevard in West Hollywood.

Following the run, the truck parked outside the Reebok Lounge on Melrose, where runners wearing ZPumps dominated the front row.

Runners and fans who joined the group followed behind a flatbed truck as Kendrick Lamar performed.

Clad in Reebok's ZPump shoes and the brand's clothing, Lamar entertained the crowd from a moving truck.

Reebok hosted an after-party at its lounge on Melrose Avenue, where the brand invited runners to cool down with a stretching session and replenish their energy with water and snacks.

Shellback Rum hosted its first "All Hands on Deck" mixology event at the Chandelier Room, operated by Marc Events in the Dallas design district.

Shellback is working with media companies in each of the six cities to identify beverage industry professionals, influencers, and bloggers to invite to the "All Hands On Deck" events. About 70 people attended the first event in Dallas, including editors from the Dallas Morning News, UrbanDaddy, and Living magazine.

Noted mixologist Tony Abou-Ganim taught participants to muddle, shake, and serve modern updates to classic rum cocktails.

Shellback worked with Rebel Industries to produce its "rum hut" campaign. The set includes a boat-racing simulator, a video confessional, and iPads where consumers can sign up to be part of the brand's social communities. The company is taking the activation to major wine and spirits and social events around the country through the end of this year.

In recognition of Shellback's sponsorship of the Oracle Team USA yacht, which will participate in the America's Cup, the rum hut activation includes a boat-racing simulator.

At the rum hut events, select guests who participated in the video confessional received a pair of custom Creative Recreation deck shoes.