B-to-C Events

 They had done it all—scavenger hunts, trust exercises, walking on fire—you name it. But this year, the Chicago-based financial services company Infinium Capital Management made their traders perform a choreographed dance in public at Millennium Park’s skating rink on Jan. 8. The stunt was part of the company’s Vision Night 2011, which is its official kick off to the New Year.

 To create awareness for “Cedar Rapids,” a new film that opens on Feb. 11, producer Fox Searchlight at the Sundance Film Festival created a pop-up “insurance” agency inspired by the film that for four days offered festival-goers, the press and general public a respite from the cold with free WiFi, hot beverages and other perks.

Comedian Mike Birbiglia from Jan. 26 to Feb. 1 will live 24/7 in Macy’s iconic 34th Street store windows as part of a promotion with Procter and Gamble’s Downy fabric softener that spotlights the value of fresh smelling sheets.

Passersby can wave and send text messages to Birbiglia, who suffers from a rare sleep disorder and authored a book entitled “Sleepwalk with Me.” He also will engage with consumers via live chat sessions on Downy’s and Macy’s Facebook pages and his Twitter account, @Birbigs.

Though Honda has had a presence at the Sundance Film Festival in Park City, UT, for the last two years, this year it maximized its sponsorship investment with a full-blown six-day experiential space called the Power of Dreams Experience. From Jan. 21-26, the brand showcased its most innovative products in a 5,800-square-foot gallery space. It also premiered its latest film, “The Undying Dream,” which is part of a series of eight documentaries the brand has produced.

Reese’s Peanut Butter Cups, the Official Candy of the Consumer Electronics Show, which was held Jan. 6 to 9 in Las Vegas, took its inspiration for the unveiling of its new Minis from a typical Silicon Valley product launch, but did so in its own sweet way. The candies, which Reese’s calls the “Next Big, Little Thing,” are about the size of a dime and come in a resealable, standup pouch.