Ideas

After a long Oscar night, host Seth MacFarlane's official after-party included a station from Tkees, which encouraged guests to check their heels (similar to the way they would at a coat check) and pick up a pair of flip-flops—in gold, appropriate to the occasion.

Guests arriving at USA Network's event atop the High Line in New York last summer found a receiving line of umbrella-wielding staffers, who provided shelter all the way to the entrance of the covered bash.

At Lacoste's Coachella pool party in the blazing desert sun, cigarette-style girls, clad in Lacoste gear, passed Kiel's sun-protection products.

When the weather unexpectedly turned sour at South by Southwest this year, ponchos from Warner Brothers served as protection from the rain as well as an opportunity to promote CW television series Arrow.

Bonnaroo attendees could relax in hammocks and enter to win V.I.P. passes in the "Great State Lounge" hosted by State Farm. The insurance company also provided what it called "Bonnaroo Roadside Assistance"—free services such as help with flat tires and dead batteries.

At the WWD Beauty C.E.O. Summit in Palm Beach, yoga on branded mats on the lawn allowed guests to relax and unwind.

More than 80,000 people traveled to a remote 700-acre farm in Tennessee June 7 to 10 for the Bonnaroo Music & Arts Festival. Knowing the attendees would be outside day and night listening music on multiple stages, brands such as Garnier Fructis provided practical services such as free hair-washing and styling in a 40- by 40-foot air-conditioned tent.

Things tend to get messy at food festivals, tastings, and other events with lots of grub, so Delta provided toothpicks, hand wipes, and mints at the 2010 New York City Wine & Food Festival, a smart way to get the brand in front of attendees.

During Upfront Week in New York last year, Turner Broadcasting held back-to-back late-night events and, to help transport guests from the Adult Swim party to the shindig for TruTV, provided a fleet of pedicabs offering free rides.

For a recent press event in Los Angeles, Paul Frank brought Starring Fragrances for a station that gave guests the chance to take home custom fragrances, made on the spot according to their individual tastes.

At the FN C.E.O. Summit in Miami, guests could charge their smartphones in a luxe lounge—a stylish, discreet solution to manage the task that everyone wants as a convenience at events. The centerpieces during the education sessions were framed instructions on how to reference the summit on social media and log on to the hotel's Wi-Fi network.

MSNBC also had a flip-flop station at its White House Correspondents' Association Dinner after-party, providing relief for folks who had been on their feet all evening.