Heiniken Ideas

The English chocolate maker is the official treat provider of the games and the biggest activation was the experiential Cadbury House set up in Hyde Park as part of BT London Live. The temporary exhibit of its products is housed under three inflatable domes in Cadbury's signature purple hue.

Samsung is organizing all of its user-generated content in its Wireless Olympics Works initiative, referred to as WOW moments.

For Nike's World Cup viewing party in 2010, Relevent set up a large video screen in the middle of New York's meatpacking district. Designed to look like a soccer field, the ground was covered with Astroturf.

Team Up's Players' gala, which took place in Toronto earlier this year, featured food stations inspired by athletes.

Tony Berger of Relevent brought in falafel, taco, and soda stations from PTG Event Services at the Nike party to help guests feel like they were at a real sporting event.

For the Moneyball premiere, a parking lot adjacent to the Paramount Theatre was transformed into a baseball field, complete with scoop stadium lights and 200 authentic stadium seats from Brown United.

At Coca-Cola's "Celebrate the Spirit" event, which took place in Chicago in 2009, producers hung the Olympic rings from the tent's ceiling as a nod to the theme.

Other activities at Super Bowl Village included the Super Bowl Host Committee and Global Inheritance's 100-Yard Hamster Wheel Dash, which let fans go head to head in human-powered wheels.

A 12-foot AstroTurf wall marked the entryway to the hotel brand's event at the Contemporary Art Center of New Orleans. Created by Stefan Beese of Re:Be Design, the concept carried into the rest of the space where the faux grass was used on a bar, on the stage, as well as underfoot in the seating areas. A grass timeline commemorated 30 years of Courtyard history.

Under Armour, a sponsor of the N.F.L. Scouting Combine for prospective players, invited fans to test themselves in the same drills. Fans who ran the 40-yard "Run to Daylight" dash were timed, with the fastest daily time displayed and awarded with prizes such as gift cards, according to Shana Gritsavage, the apparel company's director of global events. Participants wore R.F.I.D. bracelets to sign up for the activities, which allowed them to share their times on social media networks as well as enter a drawing for two tickets to the Super Bowl.

The Patrón Tequila Express, a 1927 Vintage Railcar, hosted multiple events for the brand over Super Bowl weekend. In one, 25 members of the Patrón Social Club were selected to participate in a scavenger hunt Thursday that ultimately led them to a party on the train. The attendees had to navigate clues that included putting on special sunglasses that would allow them to see images in TV screens that otherwise appeared to be flickering white screens.

At the Whitney Museum of American Art’s annual Art Party in New York, producers MKG hung black and white lanterns over the main bar.

In July at Travel & Leisure’s annual World’s Best Awards in New York, sponsor Patrón displayed a sleek wall that housed five tanks of Patrón-based cocktails from which guests could pour their own drinks.

The Los Angeles launch party for Zing vodka in July had a unique take on a shot bar: Gloved hands emerged from a rose-covered wall to offer guests glasses of the new spirit.

Highboy tables created for the event featured embedded iPads programmed with content about the network's shows.