With their ability to spread news far and quickly, bloggers have become a highly coveted event audience for many brands. Here's a look at seven recent happenings—ranging from the Sundance Film Festival to Lucky magazine's new Fashion and Beauty Blogger conference—that targeted the wired-in crowd. For more examples of how the hosts courted coverage from bloggers, click the links on the event names to read our full reports.
Photo: Stacy Keck
During Social Media Week in New York in February, Lucky magazine hosted its first Fashion and Beauty Blog conference. Held at Apella, the event drew some 150 bloggers and offered a Revlon-sponsored photo area. Guests could pose for portraits shot by fashion photographer Tommy Agriodimas, and then post the flattering images on their blogs.
Photo: Courtesy of Rob Kim/Lucky Magazine
In February, Teen Vogue brought a new Blogger Lounge to the WWDMagic Show at the Las Vegas Convention Center. The interactive area, which included discussion panels and video broadcasts, brought in 35 international fashion bloggers and writers to report live from the show floor.
Photo: Stacy Keck
In January, three Toronto-based PR firms hosted the inaugural Spring Fever product showcase at the Hazelton Hotel. With product displays inspired by the warmer months, the two-day event drew 40 members of the media and 20 bloggers. Each editor got a one-on-one tour of the space.
Photo:BizBash
Earlier this month, Universal Studios hosted a Bloggers' Banquet at its International Cafe. The meal showcased the culinary skills of the theme park's chef, Eric Kopelow. Invitees included reps from 14 blogs and three magazines and newspapers, and organizers hoped at least four editors would post reviews by the next day.
Photo: Courtesy of Universal Studios Hollywood
BlogHer, an online network of female bloggers, hosted its annual conference at the Hilton New York in August. With 2,400 attendees and 100 sponsors, the event showed significant growth from its 2009 iteration in Chicago, which drew 1,000 guests and 50 vendors. At the New York event, major sponsor activations included Hershey's and Kraft Foods' suite on the hotel's 42nd floor.
Photo: Courtesy of Hershey's, Honey Maid, and Kraft Jet-Puffed Marshmallows
In January, the Sundance Channel brought its first full-scale consumer experience to festival grounds with the Sundance HQ. Taking over a vacant office building in Park City, Utah, the activation offered an HP-sponsored lounge for bloggers, who were encouraged to post content on site.
Photo: Dale Wilcox Photography/DWP
In November, the fourth incarnation of the BlogWorld & New Media Expo took over the Mandalay Bay Convention Center in Las Vegas. The 3,000 attendees averaged an audience of 50,000 for their blogs and social media presences.
Photo: Kenneth Yeung/www.snapfoc.us
