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.

PRWeek reported on Pedigree's Dog's Rule Adoption Drive, which was part of a larger marketing campaign designed to spread the brand's internal values to a broader consumer audience.

On July 15, college football and video games will once again collide for NCAA Football '09. Tyrone Miller, PR manager of EA, said this latest incarnation will offer a more authentic collegiate football experience, including university stadiums, cheerleaders, fans, and school bands. EA hopes to demonstrate this authenticity with its PR campaign for the game, handled in-house.

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.

Captivating consumers with brand messages for hours is one of the most common PR dreams, and online gaming is helping to make that a reality.

Thanks to the rise of blogs, dedicated Web sites, and new festivals, independent films are still finding their audience. Inde-pendent film publications are also seeing their audiences move online, says Todd Konrad, online editor and critic for Independent Film Quarterly.

The battle for Newsday continues, but Rupert Murdoch appears confident that News Corporation will win the bid for the Long Island newspaper, despite Cablevision's recent $650 million bid.

n a recent Corporate Profile on Fiji Water, PRWeek's Kimberly Maul wrote about a number of plans the company recently put in action to spread the message that bottled water can be good for the environment.

ATLANTA: Orkin Pest Control launched a cause campaign, Fight the Bite, with a goal of raising $100,000 for 10,000 insecticide-treated bed nets for use in Africa. PR firm Jackson Spalding is handling the campaign.

SEATTLE: Starbucks is making consumer outreach a priority as it rethinks its entertainment division and returns focus to its core product: coffee.