TORRANCE, CA: Toyota Motor Corp. chose Leader Enterprises to oversee PR for its sponsorship of Dew's extreme sporting tour and contest.

NEW YORK: Representatives from the US Army, MasterCard, Siemens, and Lazard highlighted the importance of accuracy and expediency in a digital age at a recent Weber Shandwick event.

SAN DIEGO: Smashbox launched a viral social media campaign powered by Brickfish to prompt "beauty gurus" to submit videos, commercials, or blogs with photos that conceptualize the next beauty product for the cosmetic company. The idea sprung from a collaboration between Smashbox and Sephora execs, resulting in a official partnership with beauty retailer Sephora.

SILVER SPRING, MD: Discovery Communications highlighted its edgy side in its campaign to get mainstream viewers to tune into its Planet Green network that will be introduced to 50 million US households June 4.

DENVER: Recent giveaways by some restaurant and coffee shop chains used the free drinks, sandwiches, and other sampling as part of their larger PR campaigns.

Gen Art, an organization dedicated to showcasing emerging fashion designers and other artists, celebrated its 10th annual Styles fashion show May 19, with the help of its new AOR, 5W PR. The shows' popularity remains a constant since its inception in 1999, but its following and media partners have gradually shifted.

On the eve of the 2008 Idol coronation, BuzzLogic is releasing the season's influencer "buzz," to highlight how contestants fared with blogosphere opinion leaders.

When Foley's NY Pub signed with JRM Communications on March 3, St. Patrick's Day was right around the corner.

Cadbury Schweppes Americas Beverages (CSAB) is using a recipe competition to help promote its leading brand beverage, 7UP, to Hispanic consumers. The effort will be supported by Ketchum, which has worked with the company for almost three years, and 7UP specifically since 2006.

IRVING, TX: Mothers Against Drunk Driving (MADD) relaunched its 5K walks with a new name, "Walk Like MADD," and more national support for local grassroots efforts to back its issues.