VANCOUVER, BC Brands with an international presence aren't the only ones targeting the temporary population boom in Vancouver. Canadian companies have also tapped into experiential marketing for the duration of the Olympic Games, and one of the most substantial showings is from telecommunications firm Bell Canada. Its pavilion, the Bell Ice Cube, sits on the busy corner of Robson and Beatty Streets in downtown Vancouver and has filled more than 3,000 square feet of the purpose-built venue with gadgets that showcase its Internet, phone, and television services.
South of Vancouver, there are plenty of branded activations in neighboring Richmond, an Olympic partner and site of one of the Games' largest public exhibitions, the Richmond O Zone. The entertainment hub sits on 60 acres and includes outdoor ice skating, competition screenings, nightly fireworks, a pop-up cranberry bog from local growers, and installations from company's like the British Columbia Lottery Commission. The B.C.L.C. has one of the largest presences in the O Zone, with a 5,000 square-foot domed tent that houses games, screenings, and contests for anyone who's also old enough to legally gamble. (That's 19 years old in Canada.)