STYLE: High Visibility High Visibility: Rock N’ Roll By Deirdre Carroll Wednesday, January 4, 2012 5:00 PM High Visibility features companies, products and collections that are raising brand awareness through strategic partnerships, sponsorships, consumer advertising campaigns and tie-ins to prominent events, etc. To be considered for inclusion please contact senior editors, Deirdre Carroll or John Sailer. Rock n’ roll and eyewear just go together. In this Hi Vis we showcase how three different brands wrapped up 2011 with some very musical connections… With Oprah saying sayonara to a regular daytime television gig, no other talk show has quite the following or platform as The Ellen DeGeneres Show. This year, dancing-machine Ellen did her annual 12 Days of Giveaway in honor of the holiday season and gave her studio audience and home viewers the opportunity to take home some amazing products. On the sixth day of her giveaway she gave everyone a gift card to Macy's, a diamond-encrusted Bulova watch, a palladium bracelet, a pair of Skull candy headphones, a purse from Coach and a 4G LTE Samsung Galaxy Tab 8.9. But for eyewear geeks, the most exciting gift maybe the pair of Oliver Peoples sunglasses that each member of the audience, as well as 25 randomly selected home viewers and people who entered the contest directly through the show’s Facebook and Twitter pages, won… Orange 21’s Spy Optic rocked out at the FM94.9 Holiday Hootenanny in San Diego on Dec. 6. They hung out in the green room with bands like My Morning Jacket, Two Door Cinema Club, Matt & Kim, Delta Spirit and Blackout Party. They also kept the concert goers rocking with contests for sunglasses, hats, drink koozies and other Spy goodies. Backstage, bands got a taste of the brand’s upcoming Black Ice Collection. The Spy Bowery shades were reportedly a hit with the band, Delta Spirit, while Two Door Cinema Club snagged some of the Parker styles; it even seems that Blackout Party closed their set with a cover of ZZ Top’s song Cheap Sunglasses in honor of Spy’s sponsorship while rocking the brand’s Mayson and Borough styles. Further proving that athletes love a little rock n’ roll, Competitor Group, Inc. (CGI) announced Maui Jim as the Official Eyewear partner for their 2012 Rock n' Roll Marathon Series, which includes twenty-four running events across the U.S. Each Rock 'n' Roll event draws between 10,000 to 44,000 participants; and more than 100,000 consumers who come to tour the events' signature Health & Fitness Expos, where visitors can learn about high-performance eyewear options from Maui Jim. The Rock 'n' Roll Marathon Series is unlike any other event, with live bands and cheerleaders creating a party-like atmosphere along each mile of the course and a headliner concert at the finish line.