Lilith Fair headliner and founder, Sarah McLachlan once said, “the world is on fire” to bring to light the challenges our world faces everyday. As such the 2010 tour has incorporated a social component alongside a movement to turn ideas into reality through the vehicle of the i4c Campaign.

The campaign is an initiative to build a responsible economy through the work of Triple Bottom Line (TBL) companies, or companies committed to people and plant, in addition to profit. Companies committed to all three bottom lines; social, environmental and financial, are not receiving the support they require to survive - even as demand for their products and services grows. (more…)

ABC’s drama LOST is in its final season this year and in celebration is hosting the Ultimate LOST Fan Promo contest to become a part of the final episode event and the chance to have their work broadcast across a national network. (more…)

Kraft Foods is reaching out to patriotic Americans including the influential segment of mommy bloggers in its campaign for Singles cheese slices celebrating small-town America and asking participants “What’s the Single Best Town in America?”

The company, which has been putting more advertising weight behind iconic brands such as Philadelphia Cream Cheese and Oreo cookies during the recession, said “the effort is an attempt to stem frequent brand switching among heavy users of the category.” (more…)

ABC.com is introducing a new feature to its online video streaming that is aimed at encouraging participants to have a more social experience online. Beginning Saturday, November 7, ABC will launching ABC Social: Episode Commentary which will run alongside the networks premiere of the sci-fi remake V. (more…)

This week marks premiere week for many of television’s new shows. ABC’s FlashForward, based on the novel written by Canadian author Robert J. Sawyer, is using social media to gain attention prior to its debut, with the Mosaic Collective.

Television has been making a move into viral marketing campaigns through the use of user-generated content (UGC) to get viewers involved and excited about the upcoming year of television. The site uses the show concept to create a fake news report that is meant to be fun and interactive for viewers. (more…)