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During last week’s Mercedes-Benz Fashion Week, held for the first time at Lincoln Center, official sponsor American Express offered an array of fashion-related events and experiences exclusively to its cardholders.

Last Friday a crowd of approximately 700 attended the Stella Artois Draught Master Championship Event at Boston’s Liberty Hotel. Constructed in 1851 and formerly the Charles Street Jail prior to a $150 million renovation, the venue’s finely preserved panopticon structure made for a night of multi-level interactive experiences and high-level brand engagement—all within view of other event-goers.

To generate buzz for the third incarnation of Bravo’s “Top Chef” series, “Top Chef Just Desserts,” the network put branded gourmet dessert trucks on the streets of Chicago, Los Angeles and New York City, and used Facebook and Twitter to disclose each location minutes before arriving at each stop. The trucks were part of a larger event program called Top Chef Just Desserts Day that on Sept. 15 partnered with 260 local bakeries and retailers in 20 markets to treat consumers to free desserts.

To support its 2011 Sonata SE, automaker Hyundai in August launched a Sonata Uncensored experience that is traveling to 10 cities through mid-October. Consumers test drive the car and competing vehicles on a three- to five-minute closed course with a professional driver. Afterwards, they are encouraged to hang around under a large, white Hyundai-branded tent and share their thoughts about the car with friends on Facebook and Twitter using iPads provided on-site.

Health care company Medco generally spends about $3,000 per person at its annual 800-attendee sales conference, which brings together three of its markets—employer accounts, key accounts and health plans—for training and networking opportunities. But in 2009, when the unsettling economy caused companies to tighten their belts and Medco’s customers to cut travel budgets, its remedy was a virtual conference, the 2009 Market Group Virtual World (Unisfair, Menlo Park, CA, handled). The cost: a mere $62.41 per person.