Technology

They say you shouldn’t judge a book by its cover. Well, maybe you should. With a slick exterior design more reminiscent of a museum than a temporary brand experience, Samsung’s branded center at the Olympic Live City gets an A for its exterior curb appeal (Design: Imagination, New York City). Consumers first access an HD theater for a short movie about Samsung’s connection to the Games, then gain entry into the main space: a combination product demo center, interactive game room and entertainment venue. There is live music, phones to test (and text) and more.

It is the largest sponsor at the 2010 Winter Olympics, using the Games as a platform for brand growth, b-to-b hospitality, technology showcases and yes, sales generation. For Bell Canada, the Vancouver Games is an opportunity that couldn’t be passed up. Those on the ground at the Games find the Bell Canada brand, literally, everywhere. As an example, we point you to the Bell Canada Ice Cube, a custom-built fan experience located steps from BC Place and positioned as a fan destination for the world.

At January’s Consumer Electronics Show in Las Vegas, LEGO unveiled the LEGO Universe Massively Multiplayer Online Game (MMOG), which is expected to bring the brand to life for thousands of online players all over the globe when it is launched later this year. The toy brand’s goal is to put the focus on building and creativity, this time by bringing the LEGO brick online.

American Express has added Twitter and Facebook to its Mercedes-Benz Fashion Week sponsorship. The multimedia activation kicked off in New York City last week and runs through Feb. 18.

In anticipation of the World Cup soccer championships this summer, Coca-Cola has revived its FIFA World Cup Trophy Tour, which is visiting 85 countries and concludes with festivities in South Africa where the 2010 tournament will be held in June. The tour gives fans around the world a chance to get up-close-and-personal with the tournament’s solid gold trophy as well as engage with the brand via a variety of celebration-themed activities.