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As part of a strategy to reinforce its “ION Delivers” campaign, the network erected a pop-up mobile mailroom during TV’s Upfront Week 2012 on the streets of New York City outside of advertising agency offices.

Every conversation in the event marketing industry eventually comes around to technology. You want to know what tools are out there to make your jobs easier, make your programs more successful and most crucially, make your target consumers love you the most. We have heard your clarion calls for help and now, with this monthly series, EM’s own Ken Briodagh will collect and codify the hottest, newest, most interesting, best (and sometimes worst) technological doohickeys available to you.

People promoted its “World’s Most Beautiful Woman” issue by creating The People Make Me a Star Beauty Tour that pampered its female readers with a makeover and then put them on a mock cover of the magazine.

To increase awareness for its FiOS internet, phone and TV service, Verizon created the four-week (April 20-22) Speed of Life events that traveled to three beaches in Southern California with street team activations and mobile mapped projections.

On May 3, Nestle unveiled an interactive water fountain at The Grove, an upscale mall in Los Angeles, to promote the southern California launch of resource 100% natural spring water. Resource, which contains naturally occurring electrolytes, is sustainably sourced and comes in a 50 percent recycled plastic bottle.