The winner of a user-generated video contest sponsored by the CW network and Cadbury Schweppes' Sunkist line of sodas will win an unusual first prize: a role in an episode of the series "One Tree Hill" that will be filmed in the winner's hometown. Consumers will be able to vote online for their favorite submissions. "One Tree Hill" is a serialized drama about the basketball players and cheerleaders at the fictitious Tree Hill, N.C., high school. In addition to the contest, Sunkist supplies signs, vending machines and products to dress the sets in various episodes. And the brand …

Companies facing the prospect of seismic industry change can draw several lessons from the success of Major League Baseball. With its casual fan base diminishing and its national distribution slumping, MLB has done a phenomenal job of finding new ways to deepen its connection with its core consumers. At a local level, teams have forged lucrative partnerships with regional cable networks (or, in some cases, created their own networks), courted corporate sponsorships, built in-stadium restaurants and luxury boxes, and launched tie-ins with local merchants. Additionally--and in the long run, probably more importantly--MLB has created a booming Internet …

Crayola is reinventing itself, and CEO Mark Schwab says sales of the company's new toys and uber-crafts may pass those of its core line of crayons and drawing products by the end of the decade. It has just concocted a $15 monster-face pencil sharpener that belches when it finishes sharpening. It has also rolled-out scented crayons, markers and pencils that go by such un-Crayola names as Booger Buster, Soda Burp and Alien Armpit. And thirsty kids can now slurp Screamin' Green or Purple Pizzazz vitamin fruit drinks from Crayola. The company is working overtime this holiday …

Martha Stewart Living Omnimedia is planning its first line of food products and will unveil a new line of scrapbook products. It's also planning a video series featuring great chefs from around the world, and will change its Web strategy from that of an e-commerce catalog to one of ad-supported content, according to CEO Susan Lyne. Details were sketchy, however, as Lyne spoke to the financial community at the annual Credit Suisse First Boston Media conference. The company has rapidly inked deals to get the Martha Stewart name everywhere, from a KB Home community to retailers such …

Ever since POM Wonderful began heavily promoting the pomegranates and its juice in 2002, the fruit has popped up in the most unexpected food products--from tea and truffles to ice cream and chewing gum. In 2002, Americans ate--or drank--10 times as many pomegranates annually as they did in 2000. POM Wonderful's route to success has been circuitous. Parent company Paramount Farms acquired a pistachio and almond grower in the late 1980s and began pulling out the pomegranate trees on the land. Then the growers began to wonder about the reported health benefits of the fruit and decided …

In an effort to attract shoppers to their particular patch of shops in the Research Triangle area of North Carolina, malls are surprising unsuspecting shoppers with free goodies, such as gift certificates for toys, free stroller rentals and vouchers for lunch at the food court. Such promotions are along the lines of free gift-wrap, blowing fake snow and having a Santa with a real beard--all efforts that malls make to draw attention and shoppers. "You hope someone will think, 'Maybe I'll be the one today, and I'll go to Northgate,' " says Paula Harris, Northgate's marketing manager. Northgate's …

Cookie-scented strips for a new "Got Milk?" campaign in San Francisco were removed from bus shelters yesterday, and officials are considering a ban on advertisers' efforts to use the powerful sense of smell on waiting passengers. The idea was that once people got a whiff of cookies, they'd hanker for a glass of milk. The Municipal Transportation Agency, which runs the city's public-transit system, asked that the aromatic campaign be discontinued immediately. The action came after activists complained that the aroma could trigger asthma attacks and allergic reactions in people who are scent sensitive, according to MTA executive director …

American Express will be the first corporate sponsor in the 112-year history of the United States Golf Assn. A multiyear agreement will allow the USGA to improve its marketing efforts and give American Express cardholders access to a range of events run by the association. The USGA hopes to tap into American Express' marketing expertise to grow the game with outreach programs that will increase the number of golfers that have a USGA handicap index and abide by and appreciate the game's etiquette and traditions. American Express cardholders will be able to buy tickets to a …

Online malls operated by airlines and hotel companies are becoming increasingly popular among online shoppers looking to earn bonus miles. At the same time, the malls provide ancillary revenue to the companies that host them. The online retail malls are entered through the Web site of the airline or hotel loyalty program. Participants can then link directly to the site of the retailer where they want to shop. When they make their purchase--paying the same price they normally would--they receive loyalty program miles or points. The retailers pay the airline or hotel company a fee for …

A new book by business consultant Patricia Seybold reveals how customers are taking active--and even proactive--roles in enhancing and developing existing products for companies. "Outside Innovation: How Your Customers Will Co-Design Your Company's Future" (HarperCollins), also looks at several companies that have profited from adopting business models that cater to more autonomous and interactive clients. Some of these new, more open customer-company interactions are Web-based or enabled. Exercise company Koko Fitness, for example, thoroughly researched and deeply engaged their potential market before devising activities and designing equipment that closely mirrors their clients' aspirations and expectations. And …