KRAFT Mac & Cheese is promoting its four new flavours with the fictitiously nostalgic campaign that makes the audience believe that the new products have been around in the USA for decades. The agency  Crispin Porter & Bogusky has developed fake online documentaries to “prove” that Cheese Jalapeno, Three Cheese Jalapeno, Garlic & Herb Alfredo, Buffalo Cheddar and Cheesy Southwest Chipotle played their role in the country’s history and became true cultural icons.

Estee Lauder is encouraging women to share their nightly beauty moments via the recently launched The Beauty of Night platform. Started about a month ago to promote the brand’s product, Advanced Night Repair serum, the site works as an international destination that accumulates female beauty wisdom and allows ladies to share their expertise in real life with those who may need it.

The U.K. edition of the global “Not Normal” campaign showcases different unconventional incarnations of MINI cars, which have been re-imagined by the brand’s fans for pleasure, not for money or fame. Still, fame is to come to some of them, drawn by the latest marketing effort, developed by iris Worldwide. The brand has sourced around the web some images of the avant-garde MINI-inspired inventions—ranging from a cake to a “bug” MINI car with human legs— to turn them into ads.

Mercedes-Benz USA is holding a social media competition, “Take the Wheel,” to promote the new Mercedes CLA for the younger audience. The brand has commissioned five best Instagram photographers for a 5-day drive across the United States behind the CLA’s wheel. The author of the the most «liked» photos will win a 3-year lease on the new Mercedes-Benz car.

The Barclaycard global payment company focuses on their high level of personalization in a new digital campaign, developed by Dare. Following in the footsteps of Old Spice and the “Responses” hunk-themed activation, Barclaycard has launched the “Bespoke Offers” all-digital multi-platform campaign  centered upon the personalized 1-minute YouTube clips about twitterers.