Sandra O’Loughlin

As part of a strategy to reinforce its “ION Delivers” campaign, the network erected a pop-up mobile mailroom during TV’s Upfront Week 2012 on the streets of New York City outside of advertising agency offices.

On May 3, Nestle unveiled an interactive water fountain at The Grove, an upscale mall in Los Angeles, to promote the southern California launch of resource 100% natural spring water. Resource, which contains naturally occurring electrolytes, is sustainably sourced and comes in a 50 percent recycled plastic bottle.

As part of the U.S. Olympic Committee’s Road to London celebration, which was presented by Hilton HHonors and took place in New York City’s Times Square on April 18, Olympic sponsors including Samsung, Hilton HHonors and Chobani engaged fans in interactive experiences to promote the games and the athletes. The day marked the 100-day countdown to the opening ceremony of the 2012 Summer Olympic Games and transformed Times Square into an Olympic Village with sports demos, giveaways, autograph sessions and a touch of London.

Canon last November held a red-carpet premiere at New York City’s Museum of Natural History to launch “When You Find Me,” a short film inspired by eight winning photos submitted in an online user-generated contest. During that evening, 600 guests filed through a gallery that showcased each of the more than 96,000 submissions before the film was viewed in the museum’s Samuel J. and Ethel LeFrak Theater.

Attendees of all stripes flock to it. Brands can’t wait to get a piece of it. And the world can’t seem to get enough of it. “It,” of course, is TED, the fast-growing event platform that’s shaking up the typical conference format and showing event marketers the value of co-creating content with consumers. EM takes you inside the phenomenon that just won’t stop.