Viral-Marketing Roundup: Who Got Their Brands Into the New York Times?

Passers-by who were puzzled by a mysterious billboard atop One Times Square—bearing not much more than the address of a Web site, [REDACTED].com— wonder no more. On Thursday morning, the sign is to be revealed as a pitch for the [REDACTED] unit of [REDACTED].

Standing in front of a mobile storage container strategically positioned on West 31st Street across from Madison Square Garden, 25-year-old Simran Chandok flagged down confused passers-by on Wednesday afternoon with a handmade sign that read, “N.Y.C. Loves LeBron.”

Chandok is a project manager for the New York City moving company [REDACTED], which was collecting gifts to be shipped to Cleveland to be given to James, the Cleveland Cavaliers star who will become a free agent on July 1.

The premise of the game is simple: hand a friend a sugary [REDACTED] malt beverage and he (most participants have been men) has to drink it on one knee, all at once — unless he is carrying a bottle himself, in which case the attacker must drink both bottles of what Mr. Rospos described as a “pretty terrible” drink.