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Intel last week wowed CES crowds with a WiMAX demo that fully connected a full-scale BMW racetrack outside the convention center with the company’s on-site CES booth in the Central Hall of the Las Vegas Convention Center.

Leveraging its relationship with Formula 1 racing and BMW Intel brought the wireless broadband product to life by stretching the WiMAX demo from its booth all the way to the outer reaches of the convention center into a full-on racetrack dubbed Pit Lane Park.

Samsung recently partnered with Circuit City and the Pro Football Hall of Fame for a program that tied cause marketing with record-breaking events.

On Jan. 9 18 Hall of Fame football players took to the stage at the Venetian Resort Hotel Casino in Las Vegas to sign 4 500 footballs breaking the Guinness World Record for the largest autograph signing by professional athletes. The event kicked off Samsung and Circuit City’s HD Hero Days.

DWS Scudder isn’t just showing consumers what climate change can do to the environment—it’s showing them how it can be an investment opportunity as well.
 

Nissan Canada recently activated its Grey Cup Festival sponsorship with an interactive game show. The festival held November 22-25 is the culminating point of the Canadian Football League season and included a Nissan Rogue Tailgate Party concerts interactive displays special events and galas as well as the Grey Cup game itself.

Software company SAP connected with potential customers at this year’s National Retail Federation show by leveraging its own current relationships.

One example: SAP customer Harrods hosted a session showing how the retailer uses a single platform from SAP to increase operational efficiency.

“In many ways we find that people are much more receptive when it is someone that is not part of SAP that talks about us ” Andy Williams director-marketing retail for SAP told Buzz. “And that has really led to us using our customers to help us tell our story.”