B-to-B Events

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.

Bravo’s series “Shear Genius” at the 2010 Sundance Film Festival presented a Shear Genius salon where celebrity stylists created hairstyles for A-listers and provided fans an inside peek at the show. The salon featured hair care products from Nexxus, which sponsors the series. Jonathan Antin, one of the judges on the show, and Nexxus creative director Kevin Mancuso styled the celebrity looks. The salon also partnered with Locks of Love, a public non-profit organization that provides hairpieces to disadvantaged children suffering from long-term medical hair loss.

REDUCING PAPER USE at events can be as difficult as making major lifestyle changes. Both require a real shift in mindset. Companies like Oracle and Microsoft are encouraging change by rethinking the need for thick paper show books and embracing digital methods of information delivery at its events through on-site kiosks, computers and mobile devices like smartphones.