How Big Brands Got Attention at Sundance

Sotheby's Presents Chefdance, a five-night dinner series, offered four-course meals from chefs such as Brian Malarkey from Top Chef and Mr. Chow's Michael Chow. Dinner-series sponsors included Belvedere Vodka, AMC Theatres, and clothing line Gypsy 05.

Sotheby's Presents Chefdance also hosted after-parties for the premiere of films such as Three's Company: The Drama, which stars James Franco. The events took place at Harry O's, a giant nightclub on Main Street.

From January 21 through 23, Oakley Learn to Ride Fueled by Muscle Milk offered celebrity gifting. The dual-brand activation also gave guests personal snowboarding lessons with athletes such as Olympic medalist Danny Kass and the X Games' Lauren Perkins.

Tide Loads of Hope partnered up with Flow NonFiction to present a screening of the documentary Espwa, A Story of Hope in Haiti. Held at the Sky Lodge, the January 22 event included brunch and cocktails.

In lounge areas at the Sky Lodge, flower arrangements subtly incorporated hues from Tide packaging and coffee-table books showcased stills from the documentary. The film highlighted Tide's efforts to assist children in Haiti after the 2010 earthquake.

For the fourth year, Variety hosted the Variety Studio. Open from January 21 to 24, the Main Street lounge provided a working space for the publication's editorial staff to interview actors, directors, writers, and producers. Pillows with the magazine's logo decorated a homey lounge, and brands including the Peninsula Chicago and Woolrich John Rich & Bros. offered gifts.

Microsoft search engine Bing took over a partially vacant building on Main Street to host the Bing Bar. From January 21 to 26, the branded venue hosted cocktail receptions, dinners, and moderated panel discussions with reps from Sundance films.