B-to-C Events

Taking advantage of the foot traffic from the many discussion panels on the fourth floor of the Austin Convention Center, Microsoft set up a chic booth (a black and white Audrey Hepburn print on the wall set the tone) divided into three sections showcasing its Windows 7 technology, Silverlight (a free, cross-browser, cross-platform plug-in that enables Internet applications and media experiences online) and its gaming offerings.

The Austin Convention Center is ground zero for the South by Southwest Interactive, Film and Music Festival and the central hub for sponsor activations. This week, EM toured them all (plus a few off the beaten path) and found a collection of laidback lounges where people could recharge, refresh, and in some cases, enjoy a nice cold drink. Here are some of the highlights:

AOL

Most people remember with nostalgia the tinny strains of “Pop! Goes the Weasel” floating through their childhood streets and running around the corner with their friends like rats out of Hamlin toward that iconic symbol of neighborhood friendliness: the ice cream truck. Now, smart marketers at companies large and small are looking to tap into that feeling of trust and sweet, gooey love by branding, repurposing and rolling out trademarked tasty treats all over the country.

To build buzz for its coverage of the 2010 Winter X Games, ESPN launched the Snowcam experience on the slopes of Aspen, CO, in the week before the event, which ran January 28 to 31. The sports channel set up an "extreme" ski and snowboard track where brand ambassadors signed up skiers of all ages to strap on a pair of hi-def, helmet-mounted webcams called a Snowcam.

Good Housekeeping magazine is letting the world know it's about more than cleaning house as it marks its 125th anniversary with a salute to influential and inspiring American women of the past 125 years. “Shine On,” an original 90-minute stage production to be performed April 12 in New York City, will benefit the National Women’s History Museum and will feature performances by Meryl Streep, Kristen Bell and Fran Drescher.