In our Then and Now series, EM revisits previous event marketing trends to find out where they’ve gone since we first reported on them. Are they old hats and has-beens? Or is that past up-and-comer a future best practice that’s now an industry standard? In this double-stuffed installment, we re-examine event registration systems, which we reported on in February 2007.

On Nov. 3, Microsoft took over Times Square with a 600-person choreographed dance party to celebrate the launch of Dance Central (MTV Games/Harmonix), one of the games that can be played on the company’s newest controller-free Kinect for Xbox 360, which hit retailers the next day. The stunt was part of a series of all-day publicity events in New York City, including three gaming pods called the Mobile Playspaces where consumers could demo the product.

Ford Fiesta on Oct. 30 hosted a pre-party for 2,000 attendees of Red Bull’s Soundclash, a battle of the bands held on Washington D.C.’s Pennsylvania Avenue, in front of the Capitol Building, that pitted rapper Wale against indie rock band Tokyo Police Club.

As the lazy days of summer wound down and hints of autumn filled the air, it was back-to-school shopping season for parents and kids once again. It was also a sales opportunity that companies couldn’t afford to miss. Making meaningful connections with consumers during this period can make a brand stand out and influence what families put inside their shopping carts. Who made the grade this year? We bring you highlights:

CollegeFest

As part of a strategy to connect with upscale consumers, Buick has partnered with Food & Wine and Travel + Leisure to produce a “cultural discovery” tour in which consumers test drive the Regal sport sedan and engage in experiences with celebrity chefs, local artisans and travel experts.