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 Finnish tech brand Nokia brought its state-of-the-art research and development laboratory to the South by Southwest Interactive, Film and Music Festival (SXSW) last week in the form of the Nokia Lab. From the outside, the three-domed, otherworldly space evoked the brand’s Scandinavian roots, partly thanks to the very aggressive exterior bubble cannons that created a downpour of bubbles resembling snow over the long lines of eager SXSW attendees trying to get inside. Once through the doors, guests got hit with some hot music and two drink tickets for the in-house bar.

At this year’s Mobile World Congress trade show in Barcelona (Feb. 21-March 1), Intel executed a new engagement strategy in its booth that transformed its former b-to-b program into an immersive, high-tech b-to-c experience. The 40-foot by 100-foot booth featured three key experience zones created to connect with original equipment manufacturers like Motorola, Nokia and LG, service providers like AT&T and Verizon, as well as developers and press analysts.

In this monthly series, EM brings you tips and tricks from pros and experts who’ve been eating social media marketing for breakfast. So eat up, and check us out on Twitter @eventmarketer and Facebook.com/eventmarketer for more.

The event industry seems to already be moving faster in 2012 than it did in 2011. If that’s possible.

With strategies set and most budgets finally approved, watch for first-half action across all categories.

Though the majority of brands activating at last fall’s three-day Food Network New York City Wine & Food Festival presented by Food & Wine were food and beverage products, there were a couple of non-endemic brands that took a seat at the table, too. All turned out to take their best shot at connecting with the tastemakers, and generally higher income consumers that can afford to shell out $195 a pop for a ticket to the Grand Tasting—just one of several paid experiences that were part of the festival.