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When Comdex resurrected itself as a virtual show last November after the live event was dormant for eight years, longtime sponsor and exhibitor Microsoft got back on board, but this time with a soft sell strategy that was less about plugging the company’s products and more about helping Comdex attendees find solutions to their biggest IT challenges.

Yes, budgets are ticking back and trade show attendance is up. But we’re hardly where we need to be.

To position its products as a milk alternative for the whole family and not just health-conscious moms, Silk hit the road from April 1 to May 8 in a fleet of graphic-wrapped Ford Flex’s and Dodge Sprinters to visit 10 markets on the East and West coasts and the Midwest. The tour is an extension of the brand’s Silk for Milk 10-day Challenge TV and digital campaign that encourages folks to go to switchtosilk.com and switch the whole family from milk to Silk for 10 days.

Bars Wars? Battle of the Bands? Wha? This is a team-building event?  Oh indeed... oh indeed. One of the largest budget increases across the event marketer’s line items? Team training. Across corporate America, events and meetings are investing in team-building activities that disseminate information and/or bring attendees closer together. The goal, of course, is to increase performance. And the newest team-building activities are doing just that, with fun, funky elements that have event attendees begging for more and ROI through the roof.

To show its appreciation for over-the-road drivers and promote its IntelliRoute navigation devices, specifically designed for big rig truckers, Rand McNally recently set off on a five-month, coast-to-coast mobile program known as the Moving America tour.