Michael McNally, brand relations director at LEGO, recalls being fascinated as an 11-year-old on a shopping trip with his mom at Columbia Mall, in Columbia, MD, where the LEGO World Show was on exhibit.

“I remember distinctly in the center court of the mall seeing the Mark Twain house, a red Victorian made completely out of LEGO bricks,” the self-confessed former LEGO kid explains. “For me, that was, wow, amazing. I looked at my mom and said, ‘I want to build that when I get home!’”

Event marketers are known for their ability to take an idea from concept to execution quickly. However, even they agree the turnaround times are getting tighter as program time frames continue to shrink. Are shaky budgets delaying sign-off on program costs? Is technology fueling the last-minute frenzy? Or, is it just the new speed of business?

Ford this summer began a series of Fiesta Lounges at hot spots, fairs, festivals and malls in Denver, Phoenix and Southern California to reintroduce its cars to consumers and remind Millennials that Ford is more than just trucks. The three lounges, one for each market area, will continue to pop up until the end of November, sometimes staying open for up to two weeks at a time.

On Sept. 10, Diageo brand Johnnie Walker Blended Scotch Whisky took over the Altman Building in New York City and transformed it into the House of Walker experience where it hosted two tastings of its iconic liquor. Guests registered in advance or were invited through a cooperating organization and were advised to arrive early so the line would move more smoothly. While in line, brand ambassadors chatted with waiting guests and helped them confirm the registration information and answer a series of behavior-related questions on a row of iPad tablet stations.

As part of a strategy to launch its new Cruze vehicle, Chevrolet created a 1950’s-era drive-in theater that featured hip-hop artists N.E.R.D. and Ciara, and 350 car lovers and MTV fans who danced and partied among 100 classic and new Chevy cars. The event, which took place September 11 on the lot at Paramount Picture Studios, was filmed and overnight made into a commercial that ran as a 90-second spot the next night during MTV’s star-studded Video Music Awards.