NEWS FROM THE TEAM ENDURO CUP PREVIEW WITH TEAM MANAGER CHRIS OTOOLE: PART 1 The Pirtek Enduro Cup will officially kick off next weekend at the Sandown 500. Our enduro test days are complete, the... SUPERCHEAP AUTO RACING TO RUN RETRO LIVERY Prodrive Racing (Australia) and Supercheap Auto Racing will go back in time for the 2016 Sandown 500 with the number 55...View Article MOSTERT PLEASED WITH CONSISTENCY AFTER THIRD PLACE FINISH Prodrive Racing (Australia)'s Chaz Mostert has recorded yet another podium finish for 2016 after starting from pole... FOLLOW US ON TWITTER LIKE US ON FACEBOOK FACEBOOK - TWITTER - YOUTUBE - USE THE HASHTAG #PRAPATRIOTSCoca-Cola has worked with Tribe Marketing on its activations for a number of years. Earlier this year Tribe partnered with Brussels-based agency Square Melon to create new agency Playmaker - which would continue the work of the two existing agencies. The brand has 125,000 followers on Twitter through the recently revamped @CocaCola_GB, while its Coca-Cola Facebook page has close to 95 million likes.

It also has 244,000 followers on Instagram. In August this year the soft drinks brand activated within a number of London train stations with a Twitter-powered vending machine that distributed free-shirts. Fluffy Puppies For Sale NyCommuters were asked to tweet their favourite variety of Coca-Cola, alongside the hashtag #ChooseHappiness, resulting in the machine dispensing a t-shirt in the matching the colour of the chosen drink.Rescue Puppies For Sale Lincoln Earlier in the year the brand celebrated the 100th anniversary of its Contour bottle with a pop-up bar in London’s Soho. Cognac Bathroom MirrorIt transported visitors back to 1915, with the inside of the bar decorated with historic artwork, and entertainment taking place over a three-day period.

Its eagerly-anticipated Christmas truck tour kicked off last month, and will visit a total of 46 locations before Christmas. Beginning at Inverness Retail Park on 20 November, the festive tour will travel the UK making its final stop at London’s Leicester Square on 23 December. Visitors have the chance to take a selfie and enjoy a complimentary beverage, with festive music played at each stop. Pepsi Max has recently worked with agencies including AMV, RPM and The Robin Collective. Pepsi Max has 81,800 followers of its @PepsiMAX Twitter handle, while its Facebook page has close to 1.2 million likes. In March this year Pepsi Max partnered with The Robin Collective to launch the ‘Cherry Rooms’ sensory experience  -  a four-day pop-up in Shoreditch where visitors were taken on a gastronomical adventure through four different rooms, including a Pepsi Max Cherry rain room. Pepsi Max was also active on the festival scene this summer, bringing a ‘One Hour Entourage’ experience to the Electric Daisy Carnival in Milton Keynes in July.

The brand really took advantage of all the activity around Future Day - the day Marty McFly travels forward to in Back to the Future II. It teamed up with Universal Pictures and Empire Cinemas to host an immersive screening of the film, complete with a replica of the Cafe ‘80s scene that featured a futuristic Pepsi dispensing machine. Other Back to the Future activity included a link-up with Uber to offer rides in a DeLorean - the time travelling car in the film. Although Coca-Cola consistently creates crowd-pleasing activations, we feel Pepsi Max has the edge when it comes to doing something a bit different. Comment below to let us know what you think. For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here. The name Max Headroom may not register with most Americans over 30. But the half-human, computer-generated talk show host leaped closer to media superstardom early last month when not one but two books and a video about him arrived on store shelves.

It was the lastest salvo in a shrewd promotional campaign that has captured the imagination of the fickle--but lucrative--youth audience and boosted the financial fortunes of Max Headroom's creators. This year, they expect to generate revenue of more than $2 million from at least two major product endorsements plus Max Headroom T-shirts, a two-hour pilot for ABC television and a score of other licensing agreements.Despite the onslaught, however, most parents and middle-aged Americans remain mystified by all the hoopla."He's a strange-looking character," said Bob Cohen, a 43-year-old West Hollywood pharmacist, who has a son, 16, and daughter, 13, who regularly watch Max Headroom on cable television. "I personally don't pay much attention to him. I'm amazed at what people see in him."Indeed, even in television's world of hype and make-believe, Max Headroom--the brainchild of a British record executive and a London television editor--is an unlikely star.The blond-haired, blue-eyed character, licensed by Chrysalis Visual Programming, a division of London-based Chrysalis Group Ltd., is technically non-existent.

He is said to be played by Canadian actor Matt Frewer, aided by heavy makeup and a computer that alters his voice. The resulting effect, however, is neither inanimate like cartoons nor life-like.Seen regularly on British TV and six times a month in the United States over the Cinemax pay television channel, Max Headroom hovers on the television screen like some ethereal electronic maven; he's shown only from the shoulders up and speaks in preening, sputtering fits on subjects ranging from sex and sports to music and fashion."He's the first character that's been created for a new generation of people," observed Peter Wagg, former head of creative services at Chrysalis and one of Max's creators. "He speaks their language."And, too, the language of Madison Avenue.At least a dozen companies, including Viacom International and Marvel Comics Group, attended a recent meeting in New York earlier this month to discuss securing licensing rights to use Max Headroom in their marketing campaigns.Southland Corp.'s 7-Eleven is negotiating to use Max to advertise their new MovieQuik video rentals.

And Hallmark Cards is discussing marketing a line of greeting cards using Max Headroom, according to a company spokeswoman.Those developments are in addition to the book, "Max Headroom's Guide to Life" and a Karl Lorimar Home Video release and book both called "Max Headroom--20 Minutes Into the Future" that arrived at bookstores this month.All in all the talk show host will bring in more than $2 million in revenue in 1986 and could double that total next year, said Terry Connolly, Chrysalis group managing director.Coca-Cola Co., the most visible licensee thus far, secured the beverage rights to Max Headroom last year in a one-year, $400,000 deal to lure the young soft drink buyers it was losing to Pepsi.The Max Headroom campaign, advertising executives say privately, is the most exciting Coca-Cola campaign since the beverage maker abandoned its popular "Coke Is It" series featuring actor Bill Cosby.Experts say the new commercials seem to have awakened Coke from a creative slump that saw the beverage maker

experiment with everything from patriotic-themed ads, featuring the Statute of Liberty and images of the nation's past, to a recent spot that used trick photography to show the contents of a can of Coke defying the laws of gravity by flowing horizontally across the screen.In igniting Coca-Cola's bid to capture the crucial market of 12- to 30-year-olds who make up the heaviest consumers in the $25-billion-a-year soft drink market, Max Headroom threatens to undermine the gains of rival beverage maker Pepsi-Cola, which had aggressively pursed younger consumers in recent years with a series of television ads featuring youthful heroes such as actor Michael J. Fox of television's "Family Ties" and singer Michael Jackson."The Max Headroom commercials are definitely ahead of Pepsi's in terms of popularity," said Dave Vadehra, president of the New York-based survey firm Video Storyboard Tests Inc. "After Mean Joe Greene, this is the best commercial that's come out of Coke."Coca-Cola has not released sales figures since the commercials started running last April.

But a spokesman for the Atlanta company says its $25-million soft drink advertising blitz, in which Max Headroom exhorts "Cokeologists" to "catch the wave," has made the smarmy pitchman recognizable to 76% of American teen-agers."A lot of politicians would like to have that recognition factor," spokesman Roy Flemming boasted.Pepsi, however, isn't overly impressed about the campaign."If you look at the Max Headroom commercials, they look very hip; they look like Pepsi commercials," said Stuart Ross, a Pepsi spokesman. "But even his (Max's) considerable talents are not enough to help Coke. You have to keep your product and your image fresh, too."Indeed, fads have a way of fading faster than the fizzle in an opened can of soda."The reason why Coca-Cola shifted their strategy from the patriotic was because the All-American appeal was not effective in reaching the young age group which uses these products," said Valerie S. Folkes, an assistant professor of marketing at USC. "Coke is jumping on the same band wagon that Pepsi is using.