Yahoo! is activating at the Olympics with a “Fancouver” pop-up store bringing to life the attributes and brand essence of its Yahoo! Sports offerings. Consumers pop in (upwards of 10,000 are rolling through daily) and participate in winter-themed sports games via Wii stations, photo activation interactions (they can post photos to a huge wall collage) and more. Staffers dole out free hot chocolate while guests play games, learn about Yahoo! Sports, watch some of the Olympic action on rows of HDTVs and check email (and sports.yahoo.com, naturally) in several areas stacked with Macs. Best thing you didn’t know, but we know, so we’ll tell you? Social media chatter gets a huge bump from the Fancouver brand ambassadors themselves, who were selected based on a series of criteria, including how many Facebook and Twitter followers they had. And each staffer is given “social media breaks” throughout the course of the day so they can update their social media accounts with all the happenings. Agency: e2 Marketing, New York City.