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As the countdown to the 2008 Beijing Olympic Games begins many brands are waiting with nervous anticipation to find out if the athletes they sponsored will make the cut. Will they get to be associated with legends in the making like Michael Phelps? Will their alternative sports star become the next Shaun White? Or will the ultimate gamble the underdogs become the next feel-good press sensation like the Jamaican bobsled team?

To theme or not to theme that is the question all event marketers must ask themselves before designing an attendee experience at a property known for its passionate fan base. Car games at NASCAR. Football tosses at the Super Bowl. Golf swing clinics at the PGA Tour. Sure the tie-ins have kind of a duh-factor but they also present a challenge. If everyone’s doing it how much bang for your buck are you really getting?

Levi’s is building excitement for the grand opening of its fourth New York City location this time in Times Square by commissioning 3-D sidewalk chalk artist Julian Beever to create an original piece of art for the event.

“The Levi’s brand is loved by many different communities out there—and Julian’s artwork is very participatory and about making people part of his art so we thought if there was a way to take some of Levi’s’ iconic elements and marry them to Julian’s art it could be a match made in heaven ” Doug Sweeny director-brand marketing Levi’s told Buzz.

Early Times leveraged its sponsorship of the Kentucky Derby this year by creating what the company claims is the World’s Largest Mint Julep a six-foot tall glass filled with the traditional drink of the Derby ornamented with a sprig of mint and an Early Times branded stirring stick.

The brand commissioned Indiana-based Weber Group to create the giant glass which took about four weeks to manufacture. It was not only attention grabbing but functional too serving as a pouring station. From its base attendees could fill glasses with the tasty mix.

Sony Computer Entertainment America leveraged its first-ever sponsorship of The Bamboozle Festival—a two-day alternative music festival at the Meadowlands Sports Complex in East Rutherford NJ—this weekend with a variety of activations surrounding its PlayStation brand.

“The consumer there is very young creative and forward-thinking ” Donna Armentor senior manager-lifestyle alliances and consumer events at PlayStation told Buzz. “It’s a great match for the PlayStation brand.”