Sandra O’Loughlin

It is a piece of plastic with a string of numbers and an expiration date stamped across the bottom. 

To promote its new series “The Americans,” FX on Jan. 28 activated a stunt in Los Angeles that had a replica Russian submarine appearing to break through the pavement at the busy Hollywood and Highland shopping area. From 10 a.m. to 6 p.m., the Cold War era came to life as Russian-speaking actors dressed as officers and soldiers of the Soviet Navy guarded the sub while military drills and a helicopter flyover took place around the eye-catching visual.

Beck's, the German beer brand owned by Anheuser-Busch, on January 29 held a pop-up event in New York City to support the launch of Sapphire, a new premium beer.

The event, which took place at Open House Gallery, in the city's SoHo area, is part of an integrated campaign that includes advertising on this year's Super Bowl and a sponsorship of Mercedes-Benz Fashion Week, as well as other initiatives that will continue throughout 2013. Pop-up events also took place in Beverly Hills, Chicago and South Beach. 

Events can be the stuff of great stories, and rather than closing the book when it’s time to pack up and move on, some marketers are taking the next chapter online, on movie and TV screens and even onto JumboTrons where footage captured on-site continues to engage audiences. Following are four examples of events, from cooking to cybercrime, cranberries to cars, that live on the airwaves and video screens long after the lights have gone out on the physical event and the last attendee has gone home.